Are French consumers responsible?

Can the French consumer be considered "responsible"? The 1st edition of the MARÉSON-Responsible consumption barometer, launched by the MARÉSON Chair (Responsible Marketing and Well-Being), provides some answers to this question. Its aim is to understand the behavior of the French and to offer keys to facilitate the transition to solutions that are desirable, valuable and valued.

Although 65% of French people say they would like to buy a product made by a company committed to sustainable development, only 21% actually do so. Kent Wang/Wikimedia commons, CC BY-SA

Marie-Christine Lichtlé, University of Montpellier; Anne Mione, University of Montpellier; Béatrice Siadou-Martin, University of Montpellier and Jean-Marc Ferrandi, IAE Nantes

The results of the study, carried out among 1,000 nationally representative people aged 18 and over who were surveyed in June 2022, show paradoxical behaviors and add to the "attitude-behavior gap " highlighted in numerous research studies.

Indeed, there is a contrast between sincere awareness and the firm adoption of new behaviors. On a more original note, the results also highlight a critical attitude towards brands they consider irresponsible, but without any bonus allocated to committed brands. Finally, consumer attitudes reveal a wide range of profiles.

The quest for "deconsumerism": a reality?

With the Covid-19 crisis and the manifestations of climate change, many people have become aware of the need to consume more sustainably in order to preserve the planet's resources. However, according to the barometer results, few consumers are translating their concerns into significant changes in their consumption.

The French are committed to the environmental cause, and make this known in their own way by focusing their efforts on reducing waste, recycling and buying local, seasonal produce. So, in their minds, the notions of the environment and sustainable consumption are correlated. For 62.4% of respondents, sustainable consumption encompasses the environmental aspect. The French therefore have real aspirations for greater sustainability. However, while they seem ready to make a commitment, they are not giving up on consumption.

Only 35.2% of those questioned said they were consuming less.

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On the other hand, 64.8% have not changed their consumption behavior. Only 16% of respondents consider that sustainable consumption leads to a reduction in consumption. 84% of respondents therefore do not consider reduced consumption to be a factor in sustainable consumption.

MARÉSON-Responsible Barometer (2023)

Free will remains the key word for French consumers: they are not prepared to deprive themselves, nor do they seek to reduce their consumption or give up their favorite brands.

Its responsibility is not global: only a minority of people attach importance to health and ethical criteria. However, almost 89% of them consider that their behavior respects the environment.

Paradoxical brand behavior

On the face of it, sustainable offerings are booming. Consumers increasingly claim to want brands to behave responsibly. Yet a frustrating paradox remains at the heart of green business: only a small number of consumers declaring positive attitudes towards environmentally-friendly products and services are willing to put their hands in the wallet.

MARÉSON-Responsible Barometer (2023)

Consumers remain ambiguous, censors rather than drivers: they criticize and punish companies that don't make efforts to reduce their environmental impact (nearly 76% of respondents show their displeasure by protesting or boycotting a brand if it releases waste into the environment), but don't really encourage companies' salutary efforts through their purchasing actions.

MARÉSON-Responsible Barometer (2023)

For a food company to be perceived as involved in sustainable food, it is important for the consumer that it has sound raw materials management (reduced packaging, resource consumption, raw materials losses, all thanks to continuous improvement), that it provides proof of the virtuous nature of its process (manufacturing from local raw materials, animal welfare, support for sustainable agriculture, organic labeling) and that it is ethical (fair prices, support for farmers, transparency).

However, although 65% of French people say they would like to buy a product made by a company committed to sustainable development, only 21% actually do so.

Different consumer profiles

The results of the observatory also made it possible to segment consumers according to their behavior into five profiles based on their daily concerns and consumption patterns: the " responsible ", the " locavore consuming less ", the " non-equitable", the " rather locavore " and the " non-responsible ".

MARÉSON-Responsible Barometer (2023)

The MARÉSON-Responsable observatory distinguishes two profiles in the western part of the map: the " non-responsible " (15.5% of respondents) and the " rather locavore " (20.2%). The " unresponsible " declares to be indecisive when making purchases. They do not wish to integrate sustainable development issues, which they perceive as a constraint on their consumption. In fact, their consumption doesn't change and they don't make any particular efforts.

The " locavore ", on the other hand, buys on impulse, often to satisfy a momentary desire. Their happiness is short-term. They don't try to reduce their consumption, and buy products they won't always use. They are also unaware of the carbon footprint of their consumption. Apart from these two groups, all consume responsibly in their own way.

In the eastern part of the graph, three profiles complete the study: the " non-equitable ", the " locavore consuming less " and the " responsible ". They represent 26.6%, 25.8% and 11.9% of respondents respectively.

The " non-equitable " is a special kind of responsible. They are involved in responsible consumption, but don't embrace all its characteristics. Unlike the " locavore ", he or she is aware of the carbon footprint of his or her consumption, and buys only those products he or she is certain to consume.

The " locavore consuming less ", on the other hand, adopts a considered, responsible purchasing behavior. They inform themselves before buying, and already know the products they want to buy.

Finally, the " responsible " is the most developed profile in terms of responsible consumption. They have an "eco-friendly" purchasing behavior and organize their overall lifestyle around sustainable development.

And what consumer profile do you fit?

Erratic learning phase

Finally, the consumer is currently in a learning phase that is more erratic than clear-cut, due to a lack of concrete representations. Carbon impact means little to them. They need information, proof, prioritization, concretization and involvement to commit to real behavioral change.

This raises the question of the responsibility of suppliers, stakeholders and consumers. This study therefore raises the question of the teaching methods and explanations that need to be provided to each of these players to help behavior evolve towards a sustainable consumption system.


Mathilde Hoareau, a student at the University of Montpellier, made a major contribution to the writing of this article.

Marie-Christine Lichtlé, University Professor, University of MontpellierAnne Mione, Professor of strategic marketing, quality management and strategy, University of MontpellierBéatrice Siadou-Martin, Professor of Management Sciences, University of Montpellier and Jean-Marc Ferrandi, Professor of Marketing and Innovation at Oniris, IAE Nantes

This article is republished from The Conversation under a Creative Commons license. Read theoriginal article.