Influence Du Marketing Social Sur Le Comportement Des Consommateurs Des Déchets Ménagers À Kinshasa : Étude Des Facteurs Motivant L’Adoption Des Pratiques Durables

LePrince NKWAHATA MASANGATA, Papy-Fernard KIMWANGA EYAMBO, Odilon GAMELA NGINDU

Abstract


Cette étude analyse comment le marketing social influence le comportement des consommateurs des déchets ménagers à Kinshasa en faveur des pratiques durables. Elle révèle que les campagnes sensibilisent efficacement, notamment pour le tri des déchets et l’usage de produits écologiques, mais que des obstacles comme le coût et le manque d’infrastructures freinent leur adoption.

La pression sociale joue un rôle clé dans la motivation des individus. L’étude recommande une stratégie intégrée alliant communication ciblée, soutien institutionnel et mobilisation locale pour maximiser l’impact sur le développement durable en milieu urbain congolais.

Keywords


Marketing social, Comportement des consommateurs et déchets ménagers.

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DOI: http://dx.doi.org/10.52155/ijpsat.v56.2.7408

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