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Toujours plus, toujours mieux ? Effet contre-intuitif de l'évaluation des attributs environnementaux du produit par le consommateur

Author

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  • Eline Jongmans

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Alain Jolibert

    (INSEEC - INSEEC Alpes-Savoie - INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Julie Irwin

    (McCombs School of Business)

Abstract

l''objectif de cet article est d'étudier l'influence du nombre d'attributs environnementaux d'un produit de consommation sur le poids associé à ces attributs. Les résultats de deux expérimentations montrent que les consommateurs tendent à systématiquement sous-évaluer les attributs environnementaux (certifiés ou non) lorsqu'ils sont présentés ensemble, par rapport à une éva- luation des mêmes attributs présentés séparément. Cet effet non rationnel, appelé effet d'inclusion, est plus fort pour les individus davantage préoccupés par l'environnement et impli- qués envers les écolabels. Les conclusions de cette étude remettent en question l'intérêt de cu- muler de tels attributs pour les consommateurs de produits pro-environnementaux

Suggested Citation

  • Eline Jongmans & Alain Jolibert & Julie Irwin, 2014. "Toujours plus, toujours mieux ? Effet contre-intuitif de l'évaluation des attributs environnementaux du produit par le consommateur," Post-Print halshs-01185784, HAL.
    • Handle: RePEc:hal:journl:halshs-01185784
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01185784
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