Valoriser le commerce responsable par les métaphores conceptuelles: Résultats expérimentaux sur les offres équitables

• Autores: Julien Bouillé, Frédéric Basso, Julien Troiville
• Localización: Revue française de gestion, ISSN 0338-4551, ISSN-e 1777-5663, Vol. 47, Nº. 301, 2021, págs. 93-111
• Idioma: francés
• DOI: 10.3166/rfg.2021.00587
• Títulos paralelos:
  • To promote responsible trade through conceptual metaphors: Experimental result from fair trade offerings
• Texto completo no disponible (Saber más ...)
• Resumen
  • français

    Cette recherche suggère que les métaphores conceptuelles aident à la valorisation du commerce responsable. Les résultats d’une expérimentation testant l’impact de métaphores conceptuelles sur les attitudes des consommateurs vis-à-vis du commerce équitable sont rapportés. Ils montrent que certaines métaphores exercent une influence sur l’importance sociétale perçue du commerce équitable et la disposition à payer. Ces enseignements sont discutés aux plans théorique et managérial pour les acteurs des filières responsables opérant dans des contextes marketing variés.

  • English

    The present research introduces the strengths of conceptual metaphors (Lakoff & Johnson, 1980) to promote responsible trade products and services as well as their stakeholders and underpinning fundamental principles. We suggest that the use of conceptual metaphors tends to foster the consumer appropriation of its various related societal issues. We then report the results of an experiment testing the impact of conceptual metaphors on consumers’ attitudes towards fair trade. The results show that some of these metaphors positively influence the perceived societal importance of fair trade and the willingness to pay for a fairly traded product. The findings of this study on metaphors are discussed from theoretical and managerial standpoints, and more specifically for socially conscious stakeholders involved in various linguistic and marketing contexts.

• Referencias bibliográficas
  • Asplund T. (2011). “Metaphors in climate discourse: An analysis of Swedish farm magazines”, Journal of Science Communication, vol. 10, no...
  • Astous A. (d’) et Mathieu S. (2008). “Inciting consumers to buy fairly-traded products: A field experiment”, Journal of Consumer Marketing,...
  • Bouillé J., Basso F. et Robert-Demontrond P. (2016). « La rhétorique incarnée de l’activisme consumériste au regard de la théorie de la métaphore...
  • Bray J., Johns N. et Kilburn D. (2011). “An exploratory study into the factors impeding ethical consumption”, Journal of Business Ethics,...
  • Cian L., Krishna A. et Schwarz N. (2015). “Positioning rationality and emotion: Rationality is up and emotion is down”, Journal of Consumer...
  • De Pelsmacker P., Driesen L. et Rayp G. (2005). “Do consumers care about ethics? Willingness to pay for fair-trade coffee”, Journal of Consumer...
  • Doran C.J. (2010). “Fair trade consumption: In support of the out-group”, Journal of Business Ethics, vol. 95, no 4, p. 527‐541. [CrossRef]...
  • Eckhardt G.M., Belk R. et Devinney T.M. (2010). “Why don’t consumers consume ethically?”, Journal of Consumer Behaviour, vol. 9, no 6, p....
  • Fréry F., Gratacap A. et Isckia T. (2012). « Les écosystèmes d’affaires, par-delà la métaphore », Revue française de gestion, vol. 38, no...
  • Fuchs C. (2004). « Pour introduire à la linguistique cognitive », La linguistique cognitive, Fuchs C. (Eds), Ophrys - Éditions de la Maison...
  • Gibbs R.W. (2008). The Cambridge Handbook of Metaphor and Thought, Cambridge University Press, New York. [CrossRef] [Google Scholar]
  • Hirschman E.C. (2007). “Metaphor in the marketplace”, Marketing Theory, vol. 7, no 3, p. 227‐248. [CrossRef] [Google Scholar]
  • Hoffmann S. (2013). “Are boycott motives rationalizations?”, Journal of Consumer Behaviour, vol. 12, no 3, p. 214‐222. [CrossRef] [Google...
  • Indurkhya B. (1991). “Modes of metaphor”, Metaphor and Symbolic Activity, vol. 6, no 1, p. 1‐27. [CrossRef] [Google Scholar]
  • Johnson M. (1987). The Body in the Mind. The Bodily Basis of Meaning, Imagination, and Reason, University of Chicago Press, Chicago. [Google...
  • Ketokivi M., Mantere S. et Cornelissen J. (2017). “Reasoning by analogy and the progress of theory”, Academy of Management Review, vol. 42,...
  • Kerbrat-Orecchioni C. (1986). L’implicite, Armand Colin, Paris. [Google Scholar]
  • Lakoff G. (1987). Women, Fire and Dangerous Things: What Categories Reveal About the Mind, University of Chicago Press, Chicago. [CrossRef]...
  • Lakoff G. et Johnson M. (1985 [1980]). Les métaphores dans la vie quotidienne, Éditions de Minuit, Paris. [Google Scholar]
  • Lim W.M. (2017). “Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing”,...
  • McClintock D. et Ison R. (2004). “Conceptual metaphors: a review with implications for human understandings and systems practice”, Cybernetics...
  • Meier B.P. et Robinson M.D. (2004). “Why the sunny side is up: Associations between affect and vertical position”, Psychological Science,...
  • Meier B.P., Schnall S., Schwarz N. et Bargh J.A. (2012). “Embodiment in social psychology”, Topics in Cognitive Science, vol. 4, no 4, p....
  • Micheletti M. (2003). Political Virtue and Shopping. Individuals, Consumerism and Collective Action, Palgrave Macmillan, New York. [Google...
  • Poelman A., Mojet J., Lyon D. et Sefa-Dedeh S. (2008). “The influence of information about organic production and fair trade on preferences...
  • Ricœur P. (1975). La métaphore vive, Les Éditions du Seuil, Paris. [Google Scholar]
  • Rigney D. (2001). The Metaphorical Society: An Invitation to Social Theory, Rowman & Littlefield Publishers, Lanham, MD. [Google Scholar]
  • Rubio Fernandez P. (2007). “Suppression in metaphor interpretation: Differences between meaning selection and meaning construction”, Journal...
  • Ryoo Y., Sung Y. et Chechelnytska I. (2020). “What makes materialistic consumers more ethical? Self-benefit vs. other-benefit appeals”, Journal...
  • Searle J.R. (1982). Sens et Expression - Études de théorie des actes de langage, Éditions de Minuit, Paris. [Google Scholar]
  • Sudbury-Riley L. et Kohlbacher F. (2016). “Ethically minded consumer behavior: Scale review, development, and validation”, Journal of Business...
  • Thibodeau P.H. et Boroditsky L. (2013). “Natural language metaphors covertly influence reasoning”, PLoS ONE, vol. 8, no 1, e52961. [CrossRef]...
  • Tolaas J. (1991). “Notes on the origin of some spatialization metaphors”, Metaphor and Symbolic Activity, vol. 6, no 3, p. 203‐218. [CrossRef]...
  • Vandeloise C. (2002). “Relativité linguistique et cognition”, Carnets de grammaire. Rapports internes de l’ERSS, Université Toulouse 2, vol....
  • Von Wallpach S. et Kreuzer M. (2013). “Multi-Sensory Sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors”, Journal...
  • White K., Habib R. et Hardisty D.J. (2019). “How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework”,...