CART 2.0 Discover, every day, an analysis of our partner The Conversation. This Monday, academics explain the evolution of consumption practices
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Some consumers are rethinking their entire mode of supply — Shutterstock/The Conversation
- The volume of annual consumption of a French person has multiplied by almost four in sixty years and this has devastating consequences on the environmental level, according to our partner The Conversation.
- Deep transformations in the ways of moving, heating, buying or even using equipment are therefore necessary.
- This analysis was conducted by Isabelle Collin-Lachaud, university professor in distribution marketing; Elodie Juge, lecturer in management sciences; Karine Picot-Coupey, university professor in distribution marketing; Pauline de Pechpeyrou, university professor in digital marketing.
For sixty years, the French large-scale distribution has developed on a model combining an ever wider range of products with ever lower prices, accessible in a growing number of points of contact, both physical and digital, offering French people the possibility of to buy anywhere, anytime and thanks to; any type of support (ATAWAD, “”any time, anywhere, any device” or “any time, anywhere, on any device” in French ).
Over this period, the volume of annual consumption of a French person was multiplied by nearly four. A model today strongly questioned.
The volume of annual consumption of a French person has been ; multiplied by almost four in sixty years – Stéphane Mignon/Flickr CC BY 2.0
Many academic studies as well as work carried out by public organizations such as Ademe document the profound transformations necessary in the ways of moving, heating, eating, buy or even use equipment, and formulate standard scenarios involving new modes of consumption.
To prolong these different reflections, we have taken an interest in the transitions that really occur. the work in the current consumption practices of the French. Our exploratory qualitative research reveals the sedimentation of a weak signal around sober practices and underlines the diversity paths taken by the French in their daily habits to achieve this.
Three consumer profiles emerge from our work reflecting a reactivity-proactivity continuum: the “concerned” considered reactive, “sufficient” considered active and “alternative” who are pro-active.
Therefore, in these questioned and evolving consumer practices, what future for distributors? What place and what role can they find in this transition towards a society? post-growth?
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A consumer is using bulk dispensers from a Biocoop store in Paris. Quimper – Fred Tanneau/AFP
For those “concerned” to proximity
According to our results, the “concerned” are consumers inclined to search for information, whether online or in the supermarket; on the products they want to buy. They want to know their composition, their origin, their manufacturing method and choose specific supply channels that correspond to their specific needs. their values. They thus favor organic brands such as BioCoop, local or even cooperative stores such as La Louve à Grave. Paris.
This mode of consumption induces new routines and material organizations. The “concerned” are getting into the habit of using jars to hold their purchases or even reusable bags. They are in favor of anti-waste actions, the sale in bulk, at the organic offer and partnerships with local producers.
The “concerned” introduce sobriety in their way of consuming, less by reducing the quantities purchased than by reconsidering supply channels. It is interesting to note that they are particularly sensitive. listening to proposals from distributors if these help them in their transition to a mode of sober consumption.
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La louve, a supermarket cooperative, alternative to mass distribution (La video des solutions – Novethic, 2019)
The “ sufficient”, expert focus
Another profile has emerged; from our research, “sufficient”consumers. Insensitive to fads, these differ as much as possible in their purchases and visits to points of sale.
For food products, they are attentive to; buy only the quantity they need: for this they particularly favor the sale of products in bulk. For non-food items, “sufficient” aim for sustainability, favoring the purchase of quality products; (potentially more expensive) but also products that allow the maintenance and extension of the life of their goods.
Their interest is also in the places and product manufacturing conditions because they are particularly committed to defending the local economy and concerned about working conditions.
The “Sufficient” consider sobriety in their consumption at through the search for quality, not quantity. They are active in their buying process and develop skills to identify the “best” traders, that is to say, according to them, those capable of being experts in the category of product considered. They thus support the positions and commitments of distributors in favor of extending the life of products (repair, second life…).
The « ; alternative”, self-supply
Third group identified, the “alternatives” are as for them consumers who tend to move away from traditional distributors and supply chains. They turn to donations, recovery, self-production or even exchange between individuals. They are very active outside. develop their skills in order to be able to detach themselves from society; of hyperconsumption, in particular large retailers, and deny “everything, immediately and now”.
When they are forced to buy, “alternatives” favor short circuits; some go so far as to organize themselves into consumer groups to have direct access to producers, without resorting to distributors. These supply methods require organisation, large storage areas (garage, warehouse…) but also specific equipment for storage or allotment.
The logic of decommodification is a key principle; for “alternatives”, which implement strategies to circumvent traditional ways of supplying themselves.
What role for distributors?
If the three profiles identified in this exploratory research have an acute awareness; of necessity to get out of the growth and hyperconsumption model and aspire to a desirable future, they have no model, nor instructions from the company; post-growth. They then engage in different practices to “tinker” supply methods more in line with their values: proximity; for the “concerned”, expert focus for the “sufficient” and self-supply for “alternatives”.
In view of these three profiles, we suggest that distributors take on their role of “tailor”fitter”. If they want to survive in this society; post-growth, they must accompany the “concerned” and the “”sufficient” in their journey towards more sober consumption and at the same time regaining legitimacy. lost to “alternatives”.
OUR DOSSIER “ CONSUMPTION »
More generally, it is urgent for them to (re)think their role in society. and moving towards new post-growth models and culture.
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This article is produced by The Conversation and hosted by 20 Minutes.