| Titre : |
Zero waste revolution in retail |
| Type de document : |
Mémoire |
| Auteurs : |
Zora BOUCHIER, Auteur |
| Année de publication : |
2020 |
| Importance : |
22 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMERCE DE DETAIL ; COMPORTEMENT ; DECHET ; DEVELOPPEMENT DURABLE
|
| Résumé : |
In 2017, mass retail used 1.2 million tons of plastics to wrap everyday products making the industry the biggest polluter in the world. In recent years, we witnessed the birth and popularization of Plastic Attacks organized by activists to protest over-packaging in retail store. During a Plastic Attacks, activists-consumers leave the plastic packaging in the store to make people realize the huge amount of packaging and waste generated by retailers. In order to respond to the customer expectation in term of ecological impacts, retailers started to take actions and developed their in-bulk offer to reduce the quantity of packaging generated. Hypermarkets are the most concerned by the bulk initiatives with 71% of them who launched in bulk shelves against only 38% of supermarkets in France. Because this is only the start of this “zero waste” wave in retailing, it could be interesting to study and define the marketing impacts for the retailers, the consumers and their relationship by taking the case of Franprix. We know consumers feel closer to some companies and brands than to others, they speak passionately about those brands and companies because they have come to take a special place in their lives (Fournier, 1998). Is environment oriented Corporate Social Responsibility (CSR) and more particularly zero waste offer a factor willing to favor such a special place in consumer lives and heart? Researches show positive impacts of CSR initiatives on a company brand image, brand attitude and willingness to buy (Fabio Musso, 2017). The correlation between CSR and consumer behavior have also been studied for convenient store and positive consequences have been found (Shwu-Ing Wu1 & Hsin-Feng Lin, 2014). However, traditional criteria like quality, price and brand familiarity seem to remain dominant criteria in consumer’s purchasing decisions (Boulstridge and Carrigan, 2000). This apparent contradiction call for further investigations about CSRs impacts in consumer’s perceptions. Indeed, no researches have been studying the particular impact of a zero-waste offer on the brand image of a retailer. Therefore, this paper is aiming to contribute to answer to following question: What are the impacts of Franprix new zero waste policy on its brand image & its consumer's purchasing behavior? |
| Programme : |
PGE-Reims |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529147 |
|  |
Zero waste revolution in retail / 2020 
