| Titre : |
When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? |
| Type de document : |
Mémoire |
| Auteurs : |
Clotilde RAMON, Auteur |
| Année de publication : |
2022 |
| Importance : |
29 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 la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
POLITIQUE DE L'ENVIRONNEMENT ; ECOLOGIE ; GESTION DE LA RELATION CLIENT ; CLIENT
|
| Résumé : |
In a world where ecological awareness is growing and becoming a criterion for consumers, the question was raised as to how a company claiming to be committed to CSR, and in particular to the environment, can give consumers confidence in its commitments. What are the elements that give consumers confidence that the commitments are real? Most consumers are skeptical about the environmental commitments of certain companies. We first wanted to understand how consumers perceive companies' commitments and what kind of evidence consumers need to have confidence. We found that consumers need transparency and that most need to see to believe. The most important evidence for them to have confidence in a company's commitments is that they want government monitoring, they want quantified evidence, and they want a score for each company assessing their environmental commitment. Then, through advertisements, we wanted to understand the elements of communication that could give or not give confidence in a brand. What we found was that no matter how committed a brand is, whether it is sincerely committed to environmental actions or not, the majority of consumers remain skeptical about commitments. However, the brand's past actions and reputation help to convince them of its commitment. Consumers want real evidence, not advertising. It is better to communicate less but better. Secondly, we wanted to understand whether age was a factor that could affect consumer confidence in a brand's commitments. The results show that 18-25 year olds are the most skeptical about companies' communication of their commitments. Thus, a company can adapt to its audience and make more efforts to convince the 18-25 year olds. |
| Programme : |
MSc Entrepreneurship & Innovation |
| Spécialisation : |
Marketing |
| Permalink : |
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When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? / 2022 
