L'image de marque de l’enseigne Carrefour dans le Brabant Wallon : La place de l’écoresponsabilité et sa perception par les consommateurs

Details

Supervisors

François, Thomas

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enNowadays, eco-responsibility has become central to our society. In order to better meet consumer expectations, food retail chains must evolve by committing to a CSR approach - Corporate Social Responsibility. As a result, their brand image is being modified, each brand being considered more or less eco-responsible by consumers. This master thesis seeks to determine the place of the eco-responsible dimension in the brand image of the large-scale food retailer Carrefour Belgium and to assess the way this eco-responsible dimension is perceived by consumers. At this time, no work has been done on this specific subject, even though articles have already been written on the brand image of Carrefour France. The results, based on a rich and varied corpus as well as on a survey, show that, even if the eco-responsible dimension is well and truly present in the brand image of Carrefour Belgium, the company still has efforts to make to increase and improve its eco-responsibility, both in its communication and in its actions in store. As for consumers, they seem relatively satisfied with the eco-responsible aspects of Carrefour's brand image, even if some remain skeptical on this subject.