Ce qu’être propriétaire peut aussi vouloir dire : une étude socio-anthropologique sur le développement d’un rapport oublié aux objets

En réponse à la crise écologique, de nouveaux modèles socio-économiques se sont développés sur le principe du remplacement de la propriété par l’usage. Leur étude a donné lieu à de nombreux travaux en marketing. La propriété individuelle, supposée connue et dont il s’agit de sortir, y est cependant peu questionnée. C’est l’objectif de cette recherche, qui interroge les significations accordées par les consommateurs au concept de propriété. Grâce à un protocole d’investigation socio-anthropologique et une ethnographie sur des terrains de recherche originaux relevant de pratiques collaboratives autour d’objets variés (logements, bateaux, vêtements), nos résultats révèlent le développement d’un rapport à la propriété en rupture avec le paradigme social dominant. Dans ce paradigme alternatif, remettant en question l’individualisme possessif, le propriétaire apparaît comme un « passeur » d’objets. L’identification de ses attentes ouvre des perspectives managériales et sociétales immédiates pour la construction de nouvelles offres lui permettant de tenir ce rôle.

• Publication year

  2021

• Venue

  Recherche et Applications en Marketing (French Edition)

• Publication date

  2021-03-22

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1177/0767370121994151
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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