Laurent Bertrandias

Some psychological motivations for fashion opinion leadership and fashion opinion seeking

Purpose – To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking.Design/methodology/approach – A total of 201 US undergraduate students were surveyed and standard scales were used to measure consumer need for uniqueness, attention to social comparison information, fashion opinion leadership, and fashion opinion seeking.Findings – Both consumer need for uniqueness and attention to social comparison information were positively related to fashion opinion leadership. Attention to social comparison information was also positively related to fashion opinion seeking, but consumer need for uniqueness was negatively related to fashion opinion seeking.Research limitations/implications – The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used, and the cross‐sectional survey method prevents one from making causal statements. The effects o...

Others’ environmental concern as a social determinant of green buying

Purpose – This paper aims to achieve a better understanding of the social dimension underlying green purchasing behavior by assessing the impact of environmental concern ascribed to relevant others. Design/methodology/approach – A survey was conducted among 468 French interviewees. Using a scenario, respondents were asked to choose between two similar products: one is very fashionable but harmful to the environment and the other has comparable features with a lower negative impact on the environment. In parallel, respondents had to cite four relevant others and to make several attributions about them. Environmental concern was one of these attributions. Findings – Ascribed environmental concern increases the probability to choose the product with a low environmental impact over the more harmful alternative. This process is mediated by perceived social risk and self-incongruity associated with the environmentally unfriendly product. Research limitations/implications – Conclusions are drawn on the basis of ...

Shoppers’ grocery choices in the presence of generalized eco-labelling

To encourage sustainable consumer practices, public policy makers introduce new ecological measures, including mandatory programmes that require companies to provide environmental information about their products, even if the information is not flattering. Few academic studies consider the potential impacts of such mandatory eco-labels on consumer behaviour; the purpose of this paper is to seek to identify conditions in which a generalized eco-label in stores might modify consumers’ purchase choices

Entre logique privée et logique collective : mieux cerner l’utilisation de l’information environnementale par le consommateur

A ce jour, les etiquetages environnementaux les plus performants melent implicitement benefices prives et bene- fices collectifs. A ce titre, l’efficacite de formats d’etiquetage donnant une information permettant seulement d’evaluer l’impact environnemental reste incertaine. Cet article s’interesse a la facon dont les consommateurs valorisent une etiquette environnementale multi-indicateurs. La recherche a ete menee aupres de 434 consomma- teurs dans le cadre de la mise en place d’un etiquetage environnemental des restaurants. Les resultats confirment que l’importance accordee aux indicateurs environnementaux associes a des benefices prives est tres superieure a celle accordee aux criteres engageant des benefices strictement collectifs. Des reflexions et implications sur les etiquetages environnementaux emergent de ces resultats.