Rachel Arnould, Sustainability expert at Hop-Cube, focused her recent researches on how sustainability could improve common practices of marketing on pleasure purchase products.
The « pleasure purchases » are impulsive and irrational behavior of the consumers ; this behavior is at the opposite of the reasonned & quantitative approch needed by a sustainable consumption.
Gathering both of these concepts in one analysis has one particular interest: given that pleasure/impulse purchases are independent from the price, environmental & social footprint of the product gains in significance for the end-consumer, relatively to the price dimension.
Given this situation, wouldn’t environmental labeling and « pleasure buying » be ultimately compatible? Under which conditions? What parallels can be drawn between environmental information and of course a pleasure buying? Under what conditions environmental labeling would impact the choice of a consumer making a « pleasure buying »? Hop-Cube sums up the situation into one infography, published on the occasion of the Avnir Conference 2014.