J'avais déjà parlé du journal de France2 que je suis régulièrement, afin de parler de l'étiquetage écologique, et que celui-ci allait fondamentalement changé le travail des marketeurs, notamment ceux travaillant dans le métier de l'alimentaire.Malheureusement, je ne peux pas poster la vidéo car France 2 ne propose pas encore ses journaux sur youtube, ou au moins une possibilité de les mettre sur un blog. En tout cas, vous pouvez voir le dossier ici.
Ici encore, le sujet principal je pense est qu'il est difficile de s'y reconnaître pour le consommateur entre les produits réellement écologique et ceux qui ne le sont pas. On se trouve dans une phase où le consommateur est en phase d'éducation. Si on se réfère au livre le non-consommateur de Rémy Sansaloni, le consommateur possède une connaissance exceptionnel du monde de la consommation. Il a de l'expérience, se documenter etc... Mais le problème est que ce monde du "écologique est tout à fait nouveau pour lui, et il manque de repère.
La définition d'un produit environnemental est difficile à établir. Un produit est soumis à d'important contrôle, en terme de transportation, de packaging, de processus de fabrication, de matériau... De même il existe beaucoup de labels différents, et il est difficile pour un consommateur de comprendre quels sont les réels produits respectant l'environnement (et dans quelle mesure ils le respectent).
D'ailleurs dans ce dossier, une des personnes responsable du contrôle des publicités admet que la plupart des publicitaires utilisant des messages à caractère écologique et environnementale ne maîtrise pas ces notions. Par exemple, des publicités pour une voiture écologique: n'importe qu'elle voiture pollue, donc ne peut pas être écologique. C'est pour cela que la Norvège à décidé d'interdire les publicités sur la voiture.
En tout cas, ce qui est sûr, c'est qu'il existe un savoir a aquérir de la part des consommateurs mais aussi des entreprises afin de pouvoir clarifier les désignations de produits et aussi déterminer ce qu'on entend par produits écologiques.
Vous pouvez aussi en savoir plus sur cette nouvelle tendance de consommation en téléchargeant ici l'étude de TNS Media.
Excellent billet Nicolas, à mon humble avis, il y a encore pas mal de travail! A commencer par la formation des publicitaires, des filières de distribution et même des vendeurs en matière de produits à caractère environnementaux ...
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