An international comparison of consumers' categorization of resistance behaviors

André Le Roux (1) , Marinette Thébault (2) , Thomas Stenger (2)

1 IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers
2 CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722]

Research on consumer resistance emerged in the 70's and met an increasing interest, mostly through survey using a comprehensive and a qualitative approach of consumption. The research presented here focuses on categorization of resistance practices as defined by American, European and African consumers. A questionnaire survey comprising 25 behaviors considered as resistant in the academic literature has been administered to a convenience sample of 543 respondents. Results highlight three categories of practices (resistant, non-resistant, and ambivalent), and differences in behaviors categorized as resistant by respondents from different geographical and cultural origins.

Domaines: Gestion et management

André Le Roux, Marinette Thébault, Thomas Stenger. An international comparison of consumers' categorization of resistance behaviors. 5th French-Austrian-GermanWorkshop on Consumer Behavior, Mar 2017, Vienne, Austria. ⟨hal-02396996⟩