La publicité est omniprésente dans notre vie quotidienne : elle influe nos perceptions, nos choix et donc nos habitudes de consommation. Elle joue un rôle crucial dans la promotion de produits et services neufs. Cependant, ces dernières années, une nouvelle tendance a émergé : la publicité de produits d’occasion, ou de « seconde main ».
Si cela semble être une alternative plus durable à la surconsommation, peut-elle aussi entraîner sa propre forme de surconsommation ?
L’essor de la consommation de seconde main
Les ventes de produits de seconde main connaissent une croissance fulgurante depuis une vingtaine d’années, grâce à des géants emblématiques tels qu’eBay, Leboncoin ou Vinted. La proportion de Français qui achètent d’occasion atteint 48% en 2018 contre 25% en 2009 (ADEME, 2023), essor renforcé depuis par la crise sanitaire.
Ces boutiques dématérialisées facilitent plus que jamais les transactions d’articles usagés, mouvement porté par des considérations à la fois environnementales, économiques et sociales.
L’attractivité de ces services réside dans la possibilité de faire des économies et/ou générer un revenu supplémentaire tout en participant à la réduction des déchets et de la surproduction. Ce type d’achat permet également d’obtenir des produits d’une certaine qualité à moindre coût (notamment de luxe), encourageant une consommation plus éthique. Cette pratique est aussi socialement valorisée par les Français : 84% estiment digne de consommer d’occasion contre 60% pour le neuf (ADEME, 2023).
La publicité de seconde main cherche à attirer l’attention des consommateurs sur des articles uniques, des trouvailles rares ou des produits remis à neuf. Elle promeut la durabilité, l’authenticité et l’individualité, des valeurs de plus en plus prisées par les consommateurs d’une société conformiste.
La publicité de seconde main : entre opportunité et menace
La publicité a traditionnellement été associée à la promotion de nouveaux produits et à la stimulation de la demande pour ces derniers. Si elle s’étend aux produits d’occasion, la publicité pourrait inciter les consommateurs à acheter davantage, même s’ils n’en ont pas réellement besoin.
Certes, la publicité de produits de seconde main semble avoir un impact positif, en sensibilisant le public à l’existence d’options plus durables. Elle l’encourage à considérer des alternatives à l’achat de produits neufs, bénéfiques à la fois pour l’environnement et le portefeuille.
Cependant, l’excès de ce type de publicité peut encourager un comportement compulsif d’achat, où le consommateur acquiert des objets dont il n’a pas réellement besoin sous prétexte que « c’est moins cher », « c’était une belle occasion », « il existait déjà » ou encore « je ne fais pas de mal à la planète comme ça ». Cette facilité d’achat, exacerbée par des publicités attrayantes qui mettent en avant l’unicité de chaque article risquent de le faire retomber dans le cercle vicieux de la surconsommation.
En outre, il existe des catégories d’articles d’occasion qui sont de plus en plus recherchées (vêtements vintages haut de gamme, produits électroniques usagés mais en parfait état de fonctionnement), ce qui peut causer une augmentation des prix pour ce type de produits. Cette inflation peut décourager les acheteurs, qui reviennent alors aux produits neufs parfois moins coûteux.
Enfin, il ne faut pas oublier qu’acheter en ligne rime avec stockage, transport et livraison du produit, des processus qui peuvent rapidement atteindre une haute empreinte carbone.
Conclusion : une consommation consciencieuse et réfléchie
La publicité de seconde main peut être un outil précieux pour promouvoir une consommation durable et éthique mais il reste néanmoins crucial de maintenir un équilibre et d’être vigilant pour éviter le piège de la surconsommation.
La clé réside dans la prise de conscience de notre comportement de consommateur : « Ai-je vraiment besoin de cela ? », « Est-ce un achat impulsif ? », « Vais-je l’utiliser dans les 15 prochains jours ? » sont des questions à se poser avant de passer à l’acte d’achat.
Enfin, il est important que ces campagnes publicitaires accentuent la valeur réelle des articles et encouragent une consommation réfléchie et responsable.
Source :
ADEME, 2023. COMMUNIQUÉ DE PRESSE – ACHATS D’OCCASION : SURCONSOMMATION OU SOBRIÉTÉ ? [en ligne]. Disponible à l’adresse : https://presse.ademe.fr/wp-content/uploads/2023/01/CP-ADEME-Occasion.pdf
Ces articles pourraient vous intéresser :
Just wish to say your article is as amazing. The clearness in your post is
just great and i can assume you’re an expert on this subject.
Fine with your permission allow me to grab your RSS feed to keep
up to date with forthcoming post. Thanks a million and please keep up the gratifying work.
After exploring a few of the blog articles on your web site, I really appreciate your way of writing a blog.
I saved as a favorite it to my bookmark webpage
list and will be checking back in the near future.
Please check out my website as well and tell me how you feel.
you are in reality a just right webmaster. The web site loading pace is incredible.
It seems that you’re doing any distinctive trick. Furthermore, The contents are masterpiece.
you’ve done a magnificent task in this subject!
Great items from you, man. I have understand your stuff prior to and you are just
extremely wonderful. I actually like what you’ve obtained here,
really like what you’re saying and the best way by which
you are saying it. You make it enjoyable and you still take care of to
keep it wise. I cant wait to learn far more from you.
That is really a tremendous site.
I will right away clutch your rss feed as I can not in finding your e-mail subscription hyperlink or newsletter service.
Do you’ve any? Please let me realize so that I may subscribe.
Thanks.
I am in fact grateful to the holder of this web
page who has shared this wonderful post at here.
Hey! Would you mind if I share your blog with my myspace group?
There’s a lot of people that I think would really appreciate your content.
Please let me know. Thanks
I loved as much as you will receive carried out right here.
The sketch is tasteful, your authored material stylish. nonetheless,
you command get got an edginess over that you wish be delivering the following.
unwell unquestionably come more formerly again since exactly the same
nearly very often inside case you shield this increase.
Hello, I desire to subscribe for this website to get hottest updates,
therefore where can i do it please assist.
Magnificent items from you, man. I’ve take into account your stuff
prior to and you’re just too magnificent. I actually like what you’ve got here, certainly like what you are
saying and the best way in which you assert it.
You are making it enjoyable and you still take care of to stay it smart.
I cant wait to read far more from you. This is actually a terrific web site.
Hello! I know this is kinda off topic but I was wondering if you knew where I could get a captcha plugin for my
comment form? I’m using the same blog platform as yours and I’m having problems finding one?
Thanks a lot!
For newest news you have to pay a visit the web and on world-wide-web
I found this site as a best site for most recent updates.
Hello there! Do you know if they make any plugins to safeguard against hackers?
I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?
Nice blog here! Also your site loads up fast!
What web host are you using? Can I get your affiliate link to your host?
I wish my site loaded up as quickly as yours lol
Fantastic blog you have here but I was curious
if you knew of any forums that cover the same topics discussed
in this article? I’d really like to be a part of online community where I can get
opinions from other knowledgeable people that share the
same interest. If you have any suggestions, please let me
know. Appreciate it!
Hello colleagues, fastidious paragraph and fastidious urging commented here, I am in fact enjoying by these.
Great article! That is the kind of info that should be shared around the internet.
Shame on the seek engines for now not positioning this post higher!
Come on over and visit my site . Thank you =)
Hi there, I found your site by way of Google whilst looking for a
similar subject, your website got here up,
it looks good. I’ve bookmarked it in my google bookmarks.
Hello there, just became alert to your blog through Google,
and located that it is truly informative. I am going to watch out
for brussels. I’ll be grateful when you continue this in future.
Many other people shall be benefited from your writing. Cheers!
You are so awesome! I don’t suppose I’ve truly read something like that before.
So good to find somebody with a few genuine thoughts on this issue.
Seriously.. thank you for starting this up. This website is something that’s needed on the internet, someone with some originality!
I’m amazed, I have to admit. Rarely do I come across a
blog that’s both educative and interesting, and let me tell you, you have hit the nail on the head.
The problem is something not enough men and women are speaking intelligently about.
I am very happy I stumbled across this during my search for something
regarding this.
At this time I am going to do my breakfast, later than having my breakfast coming
yet again to read other news.
Great beat ! I wish to apprentice while you amend your web site,
how could i subscribe for a blog website?
The account aided me a acceptable deal. I had
been tiny bit acquainted of this your broadcast provided bright clear concept
I love your blog.. very nice colors & theme.
Did you design this website yourself or did you hire
someone to do it for you? Plz answer back as I’m looking to create my own blog and would like to find out where u got this
from. appreciate it
hi!,I love your writing very so much! percentage we be in contact more
approximately your post on AOL? I require a specialist on this
area to solve my problem. May be that’s you!
Having a look ahead to peer you.
I think this is among the most vital info for me. And i
am glad reading your article. But wanna remark on few general things,
The site style is ideal, the articles is really nice :
D. Good job, cheers
Very good blog you have here but I was curious about if you
knew of any discussion boards that cover the
same topics talked about in this article? I’d
really like to be a part of online community where I can get opinions
from other knowledgeable people that share the same interest.
If you have any suggestions, please let me know. Thank you!
I do agree with all the ideas you’ve introduced on your post.
They’re very convincing and will certainly work. Still, the posts are too quick
for novices. May you please prolong them a little from subsequent
time? Thanks for the post.
Hello, Neat post. There is an issue along with your web site in internet explorer, could test this?
IE still is the market leader and a big component
of folks will miss your wonderful writing because of this problem.
I am sure this post has touched all the internet users, its
really really pleasant paragraph on building up new website.
Howdy! This is my first comment here so I just wanted to give a quick shout out and say I really enjoy reading your posts.
Can you recommend any other blogs/websites/forums that go
over the same subjects? Thank you!
Hi! I’m at work browsing your blog from my new apple iphone!
Just wanted to say I love reading through your blog and look
forward to all your posts! Keep up the great work!
Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point.
You obviously know what youre talking about, why waste your intelligence on just posting videos to your blog when you could be giving us
something enlightening to read?
Saved as a favorite, I really like your site!
Admiring the time and effort you put into your blog and detailed information you offer.
It’s great to come across a blog every once in a while that isn’t the same unwanted rehashed information. Wonderful read!
I’ve bookmarked your site and I’m adding your RSS feeds to my Google account.
WOW just what I was looking for. Came here
by searching for Sex Dating
I was recommended this website by means of my cousin. I’m
no longer certain whether this put up is written by means of him as no one else
realize such distinctive about my trouble.
You are wonderful! Thank you!
Hi, I do think this is a great site. I stumbledupon it
😉 I am going to revisit yet again since i have bookmarked it.
Money and freedom is the best way to change, may you be rich and continue to guide
other people.
I need to to thank you for this very good read!!
I absolutely loved every little bit of it. I’ve got
you saved as a favorite to check out new stuff you post…
bookmarked!!, I love your site!
It’s an remarkable paragraph for all the online users; they will take advantage from it I am sure.
Aw, this was an exceptionally good post. Taking the time and actual
effort to generate a top notch article… but what can I say… I procrastinate a
whole lot and never manage to get nearly anything done.
It’s actually very complex in this active life to listen news on TV, thus
I only use the web for that purpose, and obtain the hottest information.
hello!,I like your writing very so much! proportion we keep
up a correspondence more approximately your article on AOL?
I need a specialist on this house to resolve my problem.
Maybe that’s you! Taking a look ahead to see you.
Asking questions are truly nice thing if you are not understanding something completely, but this paragraph
presents pleasant understanding yet.
I think the admin of this web site is in fact working hard for
his web site, as here every data is quality based material.
Please let me know if you’re looking for a writer for your weblog.
You have some really great articles and I believe I would be a good asset.
If you ever want to take some of the load off, I’d really like to write some content for your blog in exchange
for a link back to mine. Please blast me an email if interested.
Kudos!
Hi! Quick question that’s completely off topic.
Do you know how to make your site mobile friendly?
My weblog looks weird when browsing from
my apple iphone. I’m trying to find a theme or plugin that
might be able to correct this problem. If you have
any recommendations, please share. Appreciate it!
Right now it sounds like BlogEngine is the top blogging
platform out there right now. (from what I’ve read)
Is that what you are using on your blog?
Hello there, just became aware of your blog through Google, and found that it’s truly informative.
I’m gonna watch out for brussels. I’ll be grateful if you
continue this in future. Lots of people will be benefited from your writing.
Cheers!
This paragraph will assist the internet users for building up new webpage or even a weblog from
start to end.
I every time used to study article in news papers but now
as I am a user of net therefore from now
I am using net for articles or reviews, thanks to web.
Hello there! This post couldn’t be written any better!
Reading through this post reminds me of my good
old room mate! He always kept talking about this. I will forward this article to him.
Pretty sure he will have a good read. Thank you for sharing!
Incredible points. Sound arguments. Keep up
the amazing spirit.
This is my first time pay a quick visit at here and
i am really happy to read all at alone place.
I needed to thank you for this fantastic read!!
I definitely loved every bit of it. I’ve got you book
marked to check out new stuff you post…
You could definitely see your skills within the
work you write. The world hopes for more passionate writers such as you who are not afraid to say how
they believe. Always follow your heart.
It’s going to be finish of mine day, but before finish
I am reading this fantastic article to improve my experience.