Professor and researcher, director of the Dauphine Recherches en Management laboratory
Seminar Economy and meaning | Wednesday April 13, 2022 - 9h00 - 11h30
If we ask citizens if they think it is necessary to develop sobriety in the face of climate and ecological challenges, a large majority approve. So why is it so difficult to get people to accept these practices in the end? Valérie Guillard has long been interested in this subject. She believes that marketing is not only a means to encourage people to consume more and more, but also a discipline that can shed light on ways to consume better and less. This is the angle from which she approach the question of sobriety, by looking at how to change consumer behaviour in the various concerned areas: textiles, electronic objects, food, travel, etc. She also analyse the effects of the renewed interest in second-hand purchases.