Considering that descriptive norm appeals are only effective when they are framed positively, this research investigates the efficacy of such norms in a context in which the prevalent behavior is not environmentally friendly. Using an infomercial promoting purchasing of non-overpackaged products, three studies attempt to manipulate the presence and valence of a descriptive norm, an endorser's presence, and his or her profile. The findings show that triggering a positive descriptive norm results in the adoption of pro-environmental behavior, even when this norm does not reflect the behavior of the majority, provided that consumers perceive the ad as credible. Ad credibility influences intention to avoid overpackaging and, in turn, is influenced by a descriptive norm and a celebrity endorser's profile. The presence of a typical-consumer testimonial, however, influences behavioral intention directly, and the profile of this non-famous endorser influences ad credibility and intention through identification.

Co-innover avec les clients : entre intérêt et réticence pour les entreprises grand public Résumé : La co-innovation, ou appel à la créativité des clients au cours du processus de développement de produits/services, suscite un fort engouement tant parmi les professionnels que les académiques. Cet article se focalise sur la vision de cette pratique de la part d'entreprises grand public, qui perçoivent dans sa mise en oeuvre autant de bénéfices-acceptabilité commerciale, stimulation de la créativité et gestion de la relation client-que de freins potentiels-incompétence des clients, coût de la démarche et absence de contrôle. Enfin, il conclut sur une liste de recommandations à prendre en compte dans la perspective d'une application de la démarche, en termes de participants à solliciter à chaque phase du processus mais aussi de précautions à prendre et d'indicateurs d'efficacité à considérer.

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Purpose – Eliminating overpackaging is a central question in sustainable development, and poses a dilemma for retailers. Since packaging is a differentiation tool for private labels, eliminating it could limit the capacity to give those labels an equivalent image to national brands just as much as it could be a sustainable development opportunity and a positioning instrument. Drawing on the attribution theory framework, the purpose of this paper is to examine how eliminating overpackaging influences consumers’ perception of products sold under generic and mimic private labels, and their purchase intention. Design/methodology/approach – This research uses a 2 (overpackaging: present vs absent)×2 (brand concept: generic vs mimic private label) between-subjects experiment on a convenience sample of 217 French consumers. The conceptual framework was tested using ANCOVA and mediation analyses. Findings – The experiment shows that eliminating overpackaging does have an influence on mimic private labels’ image, particularly on perceived quality, convenience and environmental friendliness. The authors also find that this influence negatively transfers to purchase intention for mimic private labels through lower perceived quality and convenience. No such effect appears for generic private labels’ image. Originality/value – This study addresses an issue as yet unexplored in marketing – the effect of overpackaging on private label products – and proposes areas for managerial and societal reflection relevant to retail chains interested in eliminating overpackaging.

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This research classifies the logistics used by consumers when recycling their household waste. Through an analysis of 20 waste recyclers, we identify three types of logistics depending on the characteristics of the recycling context and the desired relationship to waste: stockpiling, just-in-time and pooling. Contributing to the field of consumer logistics, our research shows that for the consumer recycling is not just a question of motivation and context, but also of logistics.

Le vrac est un marché en croissance qui renouvelle les pratiques de ses parties prenantes. Une étude documentaire, des études auprès de consommateurs et d’experts permettent de : 1) identifier les raisons de l’engouement pour le vrac ; 2) décrire les actions marketing qui soutiennent sa mise en œuvre ; 3) questionner sa capacité à participer au développement durable.

Cet article1 explore les finalités poursuivies par la recherche francophone en marketing. Une analyse scientométrique des communications de congrès de l’Afm sur quatre périodes – 1988, 1999, 2010 et 2015 – révèle la prédominance d’un puissant paradigme managérial et, contrairement à ce que les évolutions de la société de consommation auraient pu laisser présager, l’émergence récente, lente et finalement limitée de travaux plus sociétaux. Un regard historique et critique est mobilisé pour interpréter ces résultats et conduit à discuter de l’opportunité, pour le chercheur en marketing, d’un regard pluriel et réflexif sur le sens et la responsabilité de sa recherche.