Les antécédents de la pardonnabilité du consommateur face à un scandale écologique

Authors: Poulin, Laurence
Advisor: Korai, Bernard
Abstract: Considering the growing ecological interest of consumers, it is not surprising that companies are becoming greener to satisfy this new claim. Ecological scandals affect negatively companies’ image and therefore the trust of their consumers. While consumers can adopt many different reactions, the willingness to forgive (forgiveness) appears to be one of the most important since the way it is managed allows to maintain business relationship. The purpose of this research is to understand what motivates consumers to forgive (or not) a company involved in an environmental scandal. Drawing on an experimental approach, this study identifies the variables likely to explain the consumer willingness to forgive in an ecological context. To conduct this research, a scenario-based experiment was used. Eight distinct scenarios were created to replicate as closely as possible existing ecological scandals. With a convenience sample of 464 university students, results show that ecological values and environmental concerns have a low effect on the perceived seriousness of the scandal and indirectly the willingness to forgive when an ecological scandal occurs. On the other hand, believing in the authenticity of corporate social responsibility have a slightly influence on the perceived seriousness of the ecological scandal. In addition, the results show that the perceived seriousness of the scandal primarily impacts the willingness to forgive, more precisely its affective and cognitive dimensions. Results indicate that the behavioral dimension is not influenced by the perceived seriousness of the scandal. These results highlight interesting implications at theoretical and practical levels.
Document Type: Mémoire de maîtrise
Issue Date: 2019
Open Access Date: 18 October 2019
Permalink: http://hdl.handle.net/20.500.11794/36963
Grantor: Université Laval
Collection:Thèses et mémoires

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