An Institutional Perspective on Climate Change, Markets, and Consumption across Three Countries
This manuscript enriches knowledge about consumers’ responses to climate change actions. Through the lens of institutional theory, it examines the findings of three studies run in France, Morocco and the United States. In Morocco, consumers are more responsive to climate change actions when they are managed at the level of their country, and company. Moroccan consumers express ambivalent emotions when their supermarket engages in actions to combat climate change. In France, consumers are less responsive when their country engage in climate change actions, but they display positive responses towards their supermarkets’ climate change actions. In the United States, the responses are mitigated. As shown in the three studies, institutional contexts have an impact on consumers’ responses to climate change actions. The manuscript further provides managerial implications to support marketing actions that combat climate change. It further raises climate-related issues, like corporate hypocrisy, and discusses the role of educators and other agents of change to address climate change.
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"An Institutional Perspective on Climate Change, Markets, and Consumption across Three Countries,"
Markets, Globalization & Development Review:
4, Article 4.
Anthropology Commons, Economics Commons, Marketing Commons, Other Business Commons, Sociology Commons
Delphine Godefroit-Winkel is Associate Professor of Marketing at Toulouse Business School on the Casablanca campus, Morocco. Her research interest relates to retailing, gender, and climate change. She uses both quantitative and qualitative methods to grasp the cultural aspects of consumer behaviors. Her work is published in book chapters and in several academic journals like the Journal of Macromarketing, or Markets Globalization and Development Review. She has presented her research at international conferences including the International Society of Markets and Development Conference, the Association for Consumer Research Conference, or the Consumer Culture Theory Conference. Delphine Godefroit-Winkel is a board member of the International Society of Markets and Development, and ambassador for the French Association of Marketing in Morocco. She is an active member of local associations like Sourire de Reda, for suicide prevention among teenagers and young adults, and Association Al Anoual that works for development in High Mountains.