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Achat irrationnel face aux enjeux de la Consommation Responsable.
Academic Journal
Responsible Consumption nowadays represents an answer to irrational purchasing and one of the solutions to the problems of sustainable marketing. This study aims to provide solutions to improve consumption practices in general, and responsible consumption in particular. Conducted with 300 responsible consumers, this research ultimately reveals that ethical and ecological concerns have no influence on the purchasing decision of the consumers surveyed. Our research shows that the risk of social failure underlying that of strongly perceived health loss is the focal point that determines the responsible purchase of a consumer with behavior contrary to his attitude. Keywords: responsible consumption, irrational purchase, risk of social failure, ecological risk, ethical consumption. [ABSTRACT FROM AUTHOR]