RESPONSABILITÉ SOCIÉTALE ET IMAGE-PRIX D’UNE ENSEIGNE : COMPATIBILITÉ DU POINT DE VUE DES CONSOMMATEURS ?

Abstract

The objective of this research is to appreciate, from the consumers’ point of view, if a retailer can
develop the image of a responsible retailer while mastering its price image. Consequently, an experiment was conducted in a store laboratory to study consumers’ perceptions and behaviors in two
stores of the same retailer, different in terms of price image (low prices versus average prices) but
sharing the same commitments and actions to corporate social responsibility (common to all retailer’s stores), notably those relative to their offers of responsible labeled products (organic and ecological) of the store brand. The results indicate that this double strategy seems integrated and accepted by consumers. These, however, remain skeptical about the retailer’s CSR commitments and
actions