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.