La théorie de la diffusion de l’innovation s’est constituée au cours du XXeme siècle autour de modèles qualitatifs et quantitatifs qui ne prennent pas en compte, sinon à la marge, l’influence des valeurs et des normes dans la genèse de l’adoption des innovations. A partir d’une hypothèse de recherche, la « structure complexe » d’Edgard Morin et Jean-Pierre Dupuy, et d’une synthèse épistémologique, ce travail de recherche propose une échelle de mesure expérimentale des « cités » de Boltanski et Thévenot et l’intégration de l’influence des conventions comme variables antécédentes de l’adoption des innovations dans un modèle d’équations structurelles inspiré d’une modélisation classique de comportement du consommateur, la théorie de l’action raisonnée de Fishbein. Appliqué au terrain des émissions de télévision, ce modèle indique que l’adoption des émissions dites de « téléréalité » et le bulletin télévisé de la météorologie répondent à des influences normatives différentes qui impliquent des comportements différenciés chez le téléspectateur lors de la consommation de ces programmes. La modélisation de l’influence des conventions ouvre la voie à une classification inédite des émissions de télévision, en fonction des influences sociales, et, en lien avec l’audience, à une meilleure anticipation du succès des nouveaux formats télévisuels. / The theory of the diffusion of innovations has been built during the XXth century around qualitative and quantitative models which does not take into account, otherwise barely, the influence of values and norms on the genesis of innovations. From a research hypothesis, the “complex structure” thought by Edgar Morin and Jean-Pierre Dupuy and an epistemic synthesis, this thesis proposes an experimental measure scale of the Boltanski and Thevenot’s “worlds” and the implementation of sociological forms, “the conventions”, as variable of the innovation adoption in a structural equations model inspired from the Fishbein’s Theory of reasoned action. Built on the field of Tv programs, this model shows that the adoption of “reality TV programs” are linked with specific sociological influences. These sociological influences involve atypical behaviors of TV viewers in front of the screen. The model of the influence of the “conventions” on consumer behavior opens the way to a new classification of TV programs as well as an improved prevision of the success of new formats.

S’appuyant sur les principales théories de financement et tenant compte du contexte qui cadre les décisions de financement, cette recherche a un double objectif. D’une part, appréhender les déterminants de la structure financière des entreprises marocaines et d’autre part, évaluer l’effet des décisions de financement de ces entreprises sur leurs cours boursiers. Dans un premier temps et à travers une étude économétrique, nous avons vérifié la capacité des déterminants traditionnels de l’endettement à expliquer la structure financière des entreprises marocaines en période normale et en période de crise financière. Dans un deuxième temps, nous avons testé la théorie des conventions qui stipule l’existence de régimes de financement. Pour ce faire, nous avons réalisé une analyse en composantes principales et une classification hiérarchique ascendante. Dans un dernier temps, nous avons conduit une étude d’événement pour évaluer la réaction du marché boursier aux décisions de financement. Notre recherche a porté sur un panel de 50 entreprises non financières cotées à la bourse des valeurs de Casablanca et sur 16 annonces relatives à des décisions d’augmentation de capital et d’emprunt obligataire. Les résultats indiquent que seules quelques variables issues de la théorie financière jouent un rôle important dans la politique de financement des entreprises marocaines. Ainsi, en tenant compte de l’effet taille et de l’effet de la crise financière, l’influence de ces variables diffère d’un compartiment de cotation à l’autre ainsi que d’une période à l’autre. Par ailleurs, les résultats obtenus indiquent que la structure financière se présente comme un régime de financement qui est influencé par la nature des besoins à financer. Ainsi, en période normale, l’autonomie est le régime auquel adhère la plupart des entreprises de l’échantillon. En revanche, le régime de découvert est le mieux représenté en période de récession. Les résultats de l’étude d’événements indiquent que le marché boursier marocain ne réagit pas aux annonces d’augmentations de capital et d’émissions obligataires et montrent que les informations transmises par les décisions de financement n’auraient pas de valeur pour les investisseurs marocains. / Based on the primary financing theories and considering the context of financing decisions, this study serves two purposes. On the one hand, understanding the determinants of the Moroccan corporations financial structure, and on the other hand, evaluating the impact of these corporations financing decisions on their stock exchange prices. As a first step, we verified through an econometric study, the ability of traditional determinants of debt to explain the financial structure of Moroccan corporations during regular times and during financial crisis times. As a second step, we tested the theory of conventions which states the existence of financing modes. To that end, we carried out an analysis of the main components and a top-down classification. On last time, we carried out an events study in order to evaluate the stock market response to financing decisions. Our study targeted a series of 50 non-financial corporations listed in the Casablanca stock exchange and on 16 capital increase and bond financing announcements. Results show that only a few variables, originally from the financial theory, play a primary role in the financing policy of Moroccan corporations. Thus, considering the size and financial crisis effects, the influence of these variables changes from a compartment to another, and also from a period to another. Furthermore, the final results show that the financial structure stands as a financing mode which is influenced by the financial needs nature. Thus, in regular times Autonomy is the regime that adheres to most firms in the sample. In contrast, overdraft regime is best represented in recession. The events study results suggest that the Moroccan stock market is not responding neither to capital increase announcements nor to bond announcements, and indicate that communicated information by the financing decisions are not valuable to Moroccan investors.

A small proportion of people claim to live and consume in ways they consider more sustainable in social and environmental terms. As yet, we do not know how many exactly, but possibly no more than 5-10% of the population. The thesis intentionally focuses on this minority finding there are at least three reasons why it is interesting to do so. First because they are all but ignored in sociologies of practice in the context of sustainable consumption which considers this minority an insignificance and focuses almost exclusively on 'mainstream' majority which more closely maps onto the stereotype of 'consumer society'. Second because we think we can learn much from juxtapositioning this group empirically against the spectrum of theories of practice to devise more robust and appropriate theoretical explanation of how these subjects, in the context of everyday practice, negotiate the many interpretations and contradictions involved in trying to put 'sustainability' into practice. Third because by understanding them better we can reflect on theoretical, empirical and policy implications for nudging this minority of the population to a higher percentage. The thesis sits at one end of a spectrum of positions in theories of practice applied to consumption, and in particular with a normative interest in sustainable consumption. It aligns with those who seek to re-insert the reflexive agent into accounts of practice, with particular reference to the conceptual construct of the 'citizen-consumer' and the context of political consumption (Spaargaren & Oosterveer 2010). Referring to theories of consumption, the thesis adds perspectives on how people negotiate multiple domains of consumption simultaneously since everyday practice involves interactions across multiple domains (such as eating, mobility, householding); and yet typically in theories of practice these are artificially separated into single domains. The study therefore considers the implications which domains have on how particular practices are carried out, first separately (per domain) and then as they come together (in a cross-cutting domain perspective). The study then takes theories of practice as a springboard to develop a theoretical position and framework which better fits the narrated accounts of the 37 subjects who participated in this study. In iteratively co-developing a theoretical framework and multiple 'stages' of empirical research (using grounded theory methodology) the study seeks to explain theoretically how subjects justify their 'doings' (drawing on 'conventions' and 'orders of worth' (Boltanski & Thévenot 2006)); how they appear to muddle through as best they can (introducing 'bricolage' (Lévi-Strauss 1972)); and how subjects appear to devise decision short-cuts when approaching decisions characterised by the multiple contradictions of sustainable consumption and incomplete or 'too much' information (introducing heuristics (Gigerenzer & Gaissmaier 2011)). In joining calls to re-insert the reflexive agent to account for how, when and why subjects enact changes towards trajectories which they consider 'more sustainable' in their own terms, the study takes inspiration from Margaret Archer's morphogenesis approach (1998) and explores her model of multiple modes of reflexivity, announcing certain modes as 'better fitting' conditions of late modernity. The study finally finds that contrary to a notion of the un-reflexive agent, the citizen-consumer is able to articulate visions of the 'good life'. In addition she is able to fold these visions back onto everyday practices performed in the past, present and future, laying out normative guidelines and positive accounts of how to achieve personal or societal well-being and happiness. The overarching positioning of the study is much inspired by Andrew Sayer's (2011; 2000) 'normative turn' calling upon social sciences to re-instate research into the things about which people care. The study is therefore guided by the overarching question of how people translate their environmental and/or social concerns into the ways in which they live and consume.