Titre : |
How the concern of ecology and CSR impact customer buying intention? |
Type de document : |
Mémoire |
Auteurs : |
Mathieu PINEIRO, Auteur |
Année de publication : |
2022 |
Importance : |
37 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management ECOLOGIE ; COMPORTEMENT DU CONSOMMATEUR ; STRATEGIE
|
Résumé : |
The concern for the environment is changing the way we consume. Consumers are more and more sensitive to this cause and are looking to buy differently. As for the company, it is trying to reinvent itself and improve its image by promoting CSR (Corporate Social Responsibility) concepts to the consumer. The objective of this article is to examine the impact of ecological concerns and CSR on purchase intention. A qualitative study using semi-directive interviews was conducted with 14 respondents in France. The validation of the hypotheses through the analysis of the interviews proved that ecological concerns and CSR have a real impact on the individual's behaviors related to
purchase intention. Other variables also have a significant moderating influence on this point. Recommendations were proposed to companies in order to give them the keys to carry out marketing campaigns related to CSR with high commitment. |
Programme : |
MSc Digital Expertise for Marketing |
Spécialisation : |
Marketing |
Permalink : |
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