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

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 (...

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Published inRecherche et applications en marketing Vol. 29; no. 3; pp. 10 - 33
Main Authors Jongmans, Éline, Jolibert, Alain, Irwin, Julie
Format Journal Article
LanguageFrench
Published London, England SAGE 01.07.2014
SAGE Publications
Sage Publications Ltd
Subjects
Business administration
Consumer behavior
Effectiveness studies
Green marketing
Humanities and Social Sciences
Marketing
Valuation
France
évaluation de produit
implication envers les écolabels
marketing et environnement
consommation verte
attribut environnemental
effet d’inclusion
préoccupation pour l’environnement
évaluation des attributs environnementaux du produit par le consommateur
Effet contre-intuitif
Online AccessGet full text

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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 évaluation 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 impliqués envers les écolabels. Les conclusions de cette étude remettent en question l’intérêt de cumuler de tels attributs pour les consommateurs de produits proenvironnementaux.
AbstractList 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 évaluation 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 impliqués envers les écolabels. Les conclusions de cette étude remettent en question l’intérêt de cumuler de tels attributs pour les consommateurs de produits proenvironnementaux.
The objective of this article is to study the influence of the number of environmental attributes of a product on the weight given to these attributes. The results of two experiments show that certified or uncertified environmental attributes on the same product are weighted less (more) by consumers when they are presented jointly (separately). This non-rational effect, called the embedding effect, is stronger for individuals deeply concerned with the environment and involved towards eco labels. The outcome of this study challenges the value of accumulating attributes when dealing with consumers of environmentally friendly products.
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 évaluation 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 impliqués envers les écolabels. Les conclusions de cette étude remettent en question l’intérêt de cumuler de tels attributs pour les consommateurs de produits pro-environnementaux.
Author Jongmans, Éline
Jolibert, Alain
Irwin, Julie
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  surname: Irwin
  fullname: Irwin, Julie
  organization: McCombs School of Business, Université du Texas à Austin, USA
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Issue 3
Keywords évaluation de produit
implication envers les écolabels
marketing et environnement
consommation verte
attribut environnemental
effet d’inclusion
préoccupation pour l’environnement
évaluation des attributs environnementaux du produit par le consommateur
Effet contre-intuitif
Language French
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Snippet 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....
The objective of this article is to study the influence of the number of environmental attributes of a product on the weight given to these attributes. The...
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SubjectTerms Business administration
Consumer behavior
Effectiveness studies
Green marketing
Humanities and Social Sciences
Marketing
Valuation
Title Toujours plus, toujours mieux ? Effet contre-intuitif de l’évaluation des attributs environnementaux du produit par le consommateur
URI https://www.jstor.org/stable/26375472
https://journals.sagepub.com/doi/full/10.1177/0767370114527665
https://www.proquest.com/docview/1659761917
https://shs.hal.science/halshs-01344354
Volume 29
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