1970) and its powers of domination (Murray and Ozanne 2009), as well as methods that are viewed as “perverse” (Penaloza and Price 1993). The result of the hegemony of the company over consumers is that the company has long dealt with features characterized by their dissipation and their inertia, allowing it to exercise its influence over them. On the other hand, what has changed is that, through consumers grouping together in collectives, communities or associations, they have been able to recalibrate the power relationship, first initiating and then imposing alternative solutions to the traditional market to counter this hegemony. This being the case, the community members confirm that there should be freedom from this dependence by inventing other forms of consuming that fall outside the scope of the traditional market. This view translates into a trend towards consumer empowerment, by imparting a world view that is more conscious of health, more respectful of the environment and more engaged in combating waste. The following statement, issued by the “Le changement par la consommation” community, illustrates the anti-waste idea by promoting self-consumption in households: “Heyyy... I went over to homemade a while ago, so satisfying to create your own products (treatments, make up, household products, candy...) A great site for that: http://aroma-zone.com/aroma/accueil_fra.asp with everything, loads of instructions...” (www.facebook.com/le-changement-par-la-consommation-21826348482205/).
As a result, the domination approach, questioned at the individual and group levels by consumers, is challenged by a collaborative and socially responsible approach, where companies and citizens cooperate on a shared project, founded around basic values that must be respected. This project, balanced between human, environmental and economic components, would be the basis for the development of suitable provisions and measures to be implemented to the benefit of the different stakeholders. This possibility for cooperation between companies and consumers could be a credible alternative to a conventional marketing approach that is not considered socially responsible. As well as its inclination to create a new, fair and balanced relationship between the stakeholders, this approach would constitute a means for the potential reconciliation of companies with the protest movements that target them, e.g. the anti-consumers, protesting citizens, counter-cultural communities5 and communities of socially engaged individuals, with a view to encouraging business to take on a new idea of the world.
More broadly, for the online communities studied, this concerns the reconsideration of the field of action and the use of marketing, which should not be limited to sales but should take into account the impact of its choices on health, resources and the environment. This means a shift in the center of gravity of power, from the sole interest of the company to an integration of the collective interest. To that end, research highlights that brands will regain the trust of consumers when they show their ability to assume civic responsibilities (Dubuisson-Quellier 2009) alongside their role as an economic actor. Consumers and civil society will make their presence felt as stakeholders in considerations, positions and economic and social choices, as basic elements of an alternative and inclusive vision of the market.
1.4. Pragmatic and operational categories of market contestation
1.4.1. Towards a sustainable reconsideration of product offerings
Stemming from the values defended by the members of these communities involved in ecologically responsible consumption, the offering of products and services is supposed to respond to a three-fold demand: that they are useful, sustainable and recyclable. According to the members of these communities, this is not only about promoting a “really useful” product, but also one with sustainable and recyclable properties, with a view to limiting the depletion of natural resources. The “sustainable” nature stands out as one of the features that the members of the three communities expect most, as evidenced by, among other things, the tendency to avoid impulsive purchases of short-lived and useless “gadgets”.
Table 1.2. Views of the development of marketing practices through the lens of responsible consumption
| Product offerings and practices concerned | Expectations in terms of the suppression of superfluous or unsustainable products | Expectations in terms of the development of responsible and sustainable products | Inherent or mobilized values |
| Cosmetic, hygiene and self-care products | Industrial and over-packaged products | Natural products based around natural components and with natural packaging | Protection of health and the environment |
| Food products | Products transformed by and produced by traditional agriculture | Products from bio-agriculture and/or small farmers and green cooperatives, with as little modification as possible | Protection of health and the environment, solidarity |
| Pharmaceutical products | Chemical products with sometimes serious side effects | Natural products with proven benefits for people and the environment and without notable side effects | Protection of health and the environment |
| Motor vehicles and technological products | Polluting products subject to planned obsolescence | Environmentally-friendly substitute products: bikes, electric cars, public transport with less of an impact on the environment | Protection of the environment |
| Distribution channels | Widespread distribution and traditional networks | Networks for swaps, trades and giveaways | Solidarity, decommodification of trade |
| Circular economy (second-hand shops and purchases, recycling) | Reduction of waste | ||
| Consumption-related events | Short “small producer” networks and/or specialized structures | Protection of health and the environment, reduction of waste | |
| Sales periods, periods with promotions and special events (encouraging over-consumption) | Days/weeks without purchases Encouragement of minimalist and activist purchases “useful” to people and the environment | (Re)developing social connections, the primal importance of the usefulness of the object, reduction of waste | |
| Communication | Aggressive and intrusive advertising, advocating the accumulation of goods, possessions and appearances | Social advertising promoting the values of responsibility, protection of the environment and respect for human health | Promoting individual and collective well-being, protection of health and the environment |
In the same vein, these communities seem to be particularly attached to combating planned obsolescence, which is both a tool facilitating
