Valuation of eco-responsible post-consumer behaviors – ValPostConso

Given the challenges of the ecological and social transition, and the growth opportunities of the circular economy, marketing needs to re-examine its contribution to society. Since the 1980s, the majority of researchers and practitioners have focused on maximizing the value of offers perceived by consumers during the purchase and consumption phases. However, too few studies have focused on the post-consumer phase, and in particular on the benefits and sacrifices associated with the individual's decision to part with a product, and the choice of a practice to recirculate or dispose of the product. Studying this post-consumer phase is crucial to meeting the challenges of the circular economy. The originality of this research project lies in identifying the sources of value creation behind post-consumer behavior, with a view to encouraging the adoption of eco-responsible practices. With this in mind, the aim is firstly to gain a better appreciation of the nature of post-use perceived value, by developing the notion of product perceived residual value and transposing the value approach to consumption practice into a post-use context. Secondly, on the basis of these two approaches, an integrative model will be defined to predict the choice of a consumer's separation alternative with an object for which he or she no longer has any use (throw it away, give it away, resell it...). With these objectives in mind, a multi-method empirical approach will be adopted: qualitative approaches (individual interviews, ethnography) to identify the sources of value structuring the integrative model; quantitative approaches (in situ surveys, experiments) dedicated to estimating the model with a view to assessing its predictive capacity. Because of its ecological impact and the diversity of options available for disposing of a product, the textile sector will be chosen as the main field of study.