Quand Amour et Argent doivent rimer au quotidien… Un agenda de recherche sur la gestion des finances au sein des couples

Abstract

La recherche en comportement du consommateur revête souvent une dimension individuelle, ignorant ainsi la dynamique décisionnelle liée à la gestion des finances au sein du couple. Cette dynamique apparait pourtant comme essentielle dans l’explication des décisions de consommation des ménages. À l’heure actuelle, seulement un nombre réduit de travaux de recherche s’est penché sur cette problématique, un constat d’autant plus vrai lorsque l’on s’intéresse à la littérature française. Cet article propose une revue de littérature sur le comportement du consommateur, intégrant une perspective pluridisciplinaire qui permet d’identifier les différentes facettes du sujet et de mieux comprendre l’état des connaissances actuelles sur la gestion des finances au sein du couple. Notre travail d’analyse permet de mettre à jour des perspectives de recherche prometteuses et de souligner les contributions des travaux futurs sur ce thème, afin de mieux accompagner les couples au cours des différentes étapes de leur cycle de vie conjugale.

Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence

“…The harmony characterizing the relationship of ethical couples is in line with previous research, which found that happy partners try to find integrative solutions and buy less often on their own [48,51]. The agreement to purchase ethical products is associated with syncratic decision, which consists of a joint decision made by couples who choose to buy ethical products [75].…”

“…The outcome of the interaction process can be explained by an unequal distribution of the balance of power in favor of the less ethical partner. According to resource theory, the balance of power is determined by the comparative resources of both partners [51], for instance, in terms of education, income, or competence. The more powerful partner (here, the less ethical partner) uses her/his superior role, and the less powerful partner (here, the more ethical partner) is expected to let it go.…”

“…The notion of conflict plays an essential role in understanding joint decision making within couples [47]. When partners have different views because of divergent goals or values, disagreement may arise [51]. However, the partners do not necessarily perceive their disagreement as a conflict when working towards the same goals.…”

“…The literature on consumer behavior in general and on ethical consumption, in particular, has mainly focused on individual consumer choices [14][15][16][17]54,55]. However, many purchase decisions are made within the family or the couple and involve the two partners to different degrees [21][22][23][24]51]. The purchases of ethical products or the adoption of ethical behaviors are decisions where family members' interactions play a fundamental role.…”