Why art thou resisting? Consumer resistance to the ‘citizen argument’ of retailers
Chiraz Aouina Mejri
ESG Management School
Dhruv Bhatli and Mouna Benhallam
University of Paris Est
Introduction
Mass retail today shows more and more interest in the concept of sustainable development (Capron & Quairel-Lanoizelée 2004).1In assuming the role of responsible mega-companies, retailers must meet the growing social and ecological sensitivity of consumers. Hence, organic and fair trade products, even from private labels, are all out there on the shelves of supermarkets. These practices respond to the alternative form of consumption, also known as socially responsible...