Consommation zéro déchet : comment amener les consommateurs à diminuer les emballages du secteur alimentaire?
DOI :
https://doi.org/10.1522/revueot.v35n2.2202Mots-clés :
Zéro déchet, croyances proenvironnementales, consommation verte, segmentation de consommateurs, théorie du comportement planifiéRésumé
Les emballages alimentaires à usage unique constituent l’une des principales sources de déchets dans le monde. Au Canada, comme ailleurs, des stratégies de réduction à la source doivent être mises en place. Cette étude quantitative vise à segmenter les consommateurs canadiens à partir d’un échantillon représentatif de 2002 consommateurs. Quatre profils ont été identifiés (éco-laissez-faire, écohésitant, écoaltruiste et écoactiviste) selon leur engagement environnemental, défini par leurs comportements d’achat zéro déchet et par leurs croyances proenvironnementales. La théorie du comportement planifié (Ajzen, 1991) permet d’analyser des variables psychologiques, sociodémographiques et politiques afin de caractériser les segments les plus engagés. Les résultats montrent que les profils moins engagés représentent 69 % de la population canadienne et présentent une forte hétérogénéité des comportements et des croyances, soulignant l’importance d’une segmentation pour développer des stratégies marketing et de communication adaptée.
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