L'évaluation des étiquettes carbone par les consommateurs: enjeux et perspectives/Consumer assessment of carbon labels: challenges and outlook for marketing

In recent years, various energy, carbon and environmental labels have appeared that are intended to encourage consumers to be more ecologically responsible. On the basis of a study of three single-criterion carbon labels, carried out on more than 760 French consumers, this article identifies several...

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Bibliographic Details
Published in:Décisions marketing 2013-04 (70), p.43
Main Authors: Binninger, Anne-Sophie, Robert, Isabelle
Format: Article
Language:fre
Subjects:
Carbon
Consumer behavior
Consumers
Descriptive labeling
Environmental protection
Impact analysis
Marketing
Sustainable development
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Summary:In recent years, various energy, carbon and environmental labels have appeared that are intended to encourage consumers to be more ecologically responsible. On the basis of a study of three single-criterion carbon labels, carried out on more than 760 French consumers, this article identifies several ways in which they can be made part of the purchasing process: (1) the improvement of the clarity and significance of the information, together with the individual's understanding of it, (2) a very detailed focus on the design of the label. We then make suggestions for the development of an ideal label and managerial recommendations to avoid the risk of overexposure or of non-integration into consumer behaviour. [PUB ABSTRACT]
ISSN:1253-0476