PROPOSITION D’UN MODÈLE EXPLICATIF DE L’ÉCART ENTRE INTENTION ET COMPORTEMENT RESPONSABLE EN CONTEXTE D’ACHAT ALIMENTAIRE

Abstract

Sustainable development and responsible consumption are becoming more and more important in
the daily lives of individual consumers and modify their representations of food. However, resistance
and neutralization practices often limit the transformation of favorable intentions into actual
behaviors. The objective of this study is to analyze the contextual obstacles this transformation faces
through a qualitative exploratory study on 64 respondents. The theoretical implications are rooted
in an experiential perspective of consumption and the managerial implications deduced through
identified inconsistencies in the current responsible offer