Pour un cadre élargi du concept de génération en marketing

Bourcier-Béquaert, Bénédicte; Barnier, Vierginie de

doi:10.1177/076737011002500305

Cited by 18 publications

(3 citation statements)

References 69 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Marketing research has witnessed an increasing interest in generational analysis (Bourcier-Béquaert and de Barnier, 2010). For the field of responsible consumption, insights gained from the use of the GCT could offer relevant theoretical and practical implications.…”

Section: Generational Cohort Model Of Responsible Consumer Purchasing Behaviormentioning

confidence: 99%

“…We draw on the theory of planned behavior (TPB) (Ajzen, 1991) and the generational cohort theory (GCT) (Inglehart, 1977(Inglehart, , 1990 to explore the beliefs, attitudes and behaviors of cohort generations in the context of environmentally responsible consumption, which is defined as consumption in which consumers evaluate the environmental consequences of a product purchase (Follows and Jobber, 2000). We choose to apply cohort segmentation, combining the advantages of age and shared values by offering both stability and in-depth understanding of consumer motivation (Bourcier-Béquaert and de Barnier, 2010;Hung et al, 2007). We aim to unveil the attitudinal and behavioral determinants that are important to each generation and the significant similarities and differences among them (Wolburg and Pokrywczynski, 2001).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The generational cohort effect in the context of responsible consumption

Ivanova¹,

Flores-Zamora²,

Khelladi³

et al. 2019

View full text Add to dashboard Cite

Purpose The purpose of this paper is to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior and the generational cohort theory, the authors test the impact of perceived consumer effectiveness (PCE), media exposure (ME), the social group influence of family and peers and self-identity on the intention of Generation X and Generation Y to purchase environmentally responsible products. Design/methodology/approach The data were collected from 1,870 respondents in France. Based on the factor scores from a confirmatory factor analysis, the authors tested for interaction effects by employing regression and path analyses. A two-group structural model evaluated the strength of each cohort’s direct effects and the significant differences between the groups. Findings The results reveal a generational (cohort) effect on the relationship between PCE and ME and the intention to purchase environmentally responsible products. Research limitations/implications The convenience sample shows bias toward younger people, especially students. In addition, some latent variables show low AVE scores, probably due to scale interpretation differences. By measuring purchase intention, the study disregards the actual behavior of consumers. Practical implications To increase consumers’ personal involvement in responsible purchasing behaviors, marketers could cater to the social desirability side of Gen Y by emphasizing products that express community values; on the other hand, marketers could appeal to the PCE of Gen X by providing more information and convincing them that their actions matter. Social implications The efficiency of awareness and promotional campaigns for environmentally responsible products will be enhanced when marketers employ segmentation based on generational cohorts. Originality/value The study contributes to a better understanding of responsible consumer behavior by identifying generational cohort differences.

show abstract

Section: Generational Cohort Model Of Responsible Consumer Purchasing Behaviormentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The generational cohort effect in the context of responsible consumption

Ivanova¹,

Flores-Zamora²,

Khelladi³

et al. 2019

View full text Add to dashboard Cite

show abstract

“…Les recherches sur la transmission intergéné-rationnelle couvrent des objectifs variés (Bourcier-Béquaert et de Barnier, 2010). Certains travaux ambitionnent de favoriser l’éducation des futurs citoyens-consommateurs (Hémar-Nicolas et Rodhain, 2012) ou de comprendre comment les mutations des liens intergénérationnels influent sur les pratiques de consommation (Karanika et Hogg, 2016).…”

Section: Introductionunclassified

La transmission intergénérationnelle en comportement du consommateur : cadre conceptuel intégrateur et perspectives de recherche

Guillemot

2018

Recherche et Applications en Marketing (French Edition)

View full text Add to dashboard Cite

Le concept de transmission intergénérationnelle a donné lieu à des travaux d’une grande hétérogénéité en comportement du consommateur. Il est mobilisé dans des champs de recherche aussi variés que la socialisation du consommateur ou encore la distribution de l’héritage. Cet article propose un cadre conceptuel intégrateur de la transmission intergénérationnelle en comportement du consommateur. Il émerge d’une lecture de la théorie du développement de la personnalité humaine d’Erikson (1959). Le premier apport de ce cadre conceptuel est de relier les préoccupations développementales des jeunes générations à celles des plus anciennes (apprendre, se distinguer, prendre soin et préserver) autour de la notion de capital intergénérationnel. Le second apport est de faire émerger les notions de capital socioculturel, économique, psychique et génétique qui viennent enrichir et préciser la nature du capital intergénérationnel. Enfin, il ouvre des perspectives de recherche telles qu’étudier le rôle central de la génération « pivot » (les 30–65 ans) ou encore prendre en compte le concept d’attachement (Bowbly, 1978) pour étudier l’effet des ressources héritées de nature psychique sur l’adoption de pratiques de consommation.

show abstract