Submitted by Renato Camargo (rvcamargo1965@hotmail.com) on 2012-08-26T15:30:28Z No. of bitstreams: 1 Dissertação_Renato_Villalba_Camargo_Final_biblioteca_digital.pdf: 903027 bytes, checksum: 1be2c4b888e11b046aca2ee7e1e1b64e (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2012-09-04T16:34:26Z (GMT) No. of bitstreams: 1 Dissertação_Renato_Villalba_Camargo_Final_biblioteca_digital.pdf: 903027 bytes, checksum: 1be2c4b888e11b046aca2ee7e1e1b64e (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-09-04T18:10:50Z (GMT) No. of bitstreams: 1 Dissertação_Renato_Villalba_Camargo_Final_biblioteca_digital.pdf: 903027 bytes, checksum: 1be2c4b888e11b046aca2ee7e1e1b64e (MD5) / Made available in DSpace on 2012-09-04T18:11:18Z (GMT). No. of bitstreams: 1 Dissertação_Renato_Villalba_Camargo_Final_biblioteca_digital.pdf: 903027 bytes, checksum: 1be2c4b888e11b046aca2ee7e1e1b64e (MD5) Previous issue date: 2012-08-07 / Esta dissertação tem como objetivo principal investigar por que os fundos de pensão têm propensão a buscar que as empresas nas quais mantém investimentos persigam práticas de responsabilidade socioempresarial. Para atingir os objetivos propostos foi realizado estudo de caso no maior fundo de pensão da América Latina - PREVI, e que ocupa a primeira posição dentre os fundos de pensão brasileiros em volume financeiro de ativos e tem participação relevante na estrutura de propriedade em 38 empresas. Por meio de entrevistas semiestruturadas foi possível capturar o posicionamento adotado pelos gestores do fundo de pensão com relação às estratégias de responsabilidade socioempresarial nas empresas investidas. Em função da necessidade de melhor compreender a cadeia de valor das organizações, esta dissertação tratou da teoria dos stakeholders, importante na definição estratégica e filosófica das empresas, e da teoria da agência, pois alguns conflitos são identificados na relação entre acionistas majoritários (PREVI) e minoritários. O estudo permitiu identificar que os gestores, não obstante apresentarem discurso voltado para o atendimento dos stakeholders das empresas investidas, têm como foco principal mitigar os riscos ambientais e sociais, em função dos impactos econômicos que estes problemas podem representar para as organizações nas quais investem. Apesar do objetivo instrumental que tem movido o fundo de pensão, suas ações têm levado a um crescimento na adoção de práticas responsáveis pelos participantes do mercado. Foi possível concluir que os gestores do fundo de pensão objeto do estudo de caso ao adotarem princípios de investimentos responsáveis atendem de forma eficaz também a seu dever fiduciário. / This dissertation aims at investigating why pension funds have a tendency to seek that which holds investments in companies pursuing corporate social responsibility practices. To achieve the proposed objectives was conducted case study in the largest pension fund in Latin America - PREVI, which ranks first among the Brazilian pension funds in financial volume of assets and has a significant place in the structure of ownership in 38 companies. Through semi-structured interviews was possible to capture the position taken by the managers of pension fund in relation to corporate social responsibility strategies in the investee companies. Because of the need to better understand the value chain of organizations, this paper dealt with the theory of stakeholders, important for strategic and philosophical definition of enterprises, and the agency theory, as some conflicts are identified in the relationship between controlling shareholders (PREVI) and minority. The study allowed to identify that the managers, in spite of showing speech directed to the attention of stakeholders of invested companies, focuses primarily on mitigating the environmental and social risk, depending on the economic impacts that this problems may pose for organizations in which they invest. Despite the instrumental goal that has moved the fund, its actions have led to an increase in the adoption of responsible practices by market participants. It was possible to conclude that the managers of the pension fund case study object, by adopting the principles of responsible investment, effectively meet their fiduciary duty also.

This thesis investigates how the contemporary museum for printmaking Grafikens Hus motivates printmaking in socially engaged art projects based outside of the conventional gallery. It explores how printmaking is practiced as a tool to achieve artistic and curatorial goals, and investigates what Grafikens Hus strives to achieve by making space for meeting places. The analysis is based on in-depth readings of three case studies and two interviews with the director of Grafikens Hus Nina Beckmann and the curator Ulrika Flink. The theoretical perspective strives from concepts relating to audiences, relations and site-specificity outlined by curators engaged in socially engaged practices. The theoretical framework has also been informed by the curator José Roca’s approach to printmaking used as a device to achieve specific conceptual goals. The thesis is structured in three chapters: the first presents Grafikens Hus’s objectives and strivings, the second explores how Grafikens Hus use printmaking to stimulate confluence, the third examines Grafikens Hus’s ambition to curate meeting places. This thesis shows that printmaking is practiced as method for participation, used as tool for collaboration, seeking to create active subjects and co-producers. Furthermore, it demonstrates how Grafikens Hus use participation to form relations with places and thus generate a third room: places recharged with value by a dialogue oriented mind-set.

Cette thèse examine l’impact de l’investissement socialement responsable sur le risque et la performance des portefeuilles. Elle s’articule autour de quatre études, dont trois études empiriques. La première étude propose un état des lieux et une analyse critique des risques RSE des portefeuilles. Elle indique que les risques RSE évalués de diverses manières selon les acteurs existent toujours au sein des portefeuilles et évoluent en fonction du contexte institutionnel. Leur niveau peut être plus au moins élevé selon les pratiques RSE des entreprises dans lesquelles les capitaux sont placés. La deuxième étude porte sur l’analyse comparative du risque financier des fonds ISR et des fonds conventionnels. Sur un échantillon de fonds commercialisés en France sur la période 2002-2012, nos résultats montrent que les fonds ISR peuvent avoir un niveau de diversification plus élevé que les fonds conventionnels appariés, quelles que soient les conditions de marché. Il s’agit des fonds ISR investis dans la zone euro et à l’international. Cependant, les fonds ISR investis dans la zone euro, en Europe et en France ont un risque systématique plus important que celui de leurs homologues classiques contrairement aux fonds ISR investis à l’international. La troisième étude analyse le risque financier des portefeuilles construits selon le niveau de performance ESG des entreprises sur la période2002-2014. Ces portefeuilles portent sur des entreprises de la zone euro, mais aussi sur des entreprises américaines. Nos analyses montrent que les portefeuilles américains qui sur-performent globalement ou individuellement sur les trois critères ESG ont un risque financier plus faible que ceux qui sous-performent sur ces dimensions. Pour les mêmes types de portefeuilles, la zone euro affiche un risque spécifique plus faible. Les résultats sur le risque systématique sont influencés par les effets relatifs au secteur d’activité pour les portefeuilles américains et par ceux relatifs au pays pour les portefeuilles de la zone euro. La quatrième étude examine la persistance de la performance financière des fonds ISR et des fonds conventionnels. Elle indique à travers les tests non-paramétriques qu’il n’existe pas de persistance de la performance pour les fonds ISR et les fonds conventionnels. / This thesis examines the impact of socially responsible investment on the risk and performance of portfolios. It is based on four studies, including three empirical studies.The first study proposes an inventory and a critical analysis of the portfolios' CSR risks. It indicates that CSR risks assessed in different ways by the actors still exist within the portfolios and evolve with the institutional context. Their level may be low or high depending on the CSR practices of the companies in which the resources are invested. The second study deals with the comparative analysis of the financial risk of SRI funds and conventional funds. On a sample of funds distributed in France over the period 2002-2012, our results show that SRI funds may have a higher level of diversification than matched conventional matched regardless of market conditions. These are SRI funds invested in the Eurozone and globally. However, regardless of market conditions, SRI funds invested in the Eurozone, Europe and France have a greater systematic risk than their traditional counterparts, contrary to SRI global funds. The third study analyzes the financial risk of portfolios built according to companies’ level of ESG performance over the period 2002-2014. These portfolios cover the Eurozone and the U.S. firms. Our analysis shows that the U.S. portfolios which over-perform on the aggregate ESG criteria or individually on the three ESG criteria have a lower financial risk than those that underperform on these dimensions. For the same types of portfolios, the Eurozone exhibit a lower specific risk. The results on the systematic risk are influenced by the industry-specific effects for the U.S. portfolios and the country-specific effects for the Eurozone portfolios. The fourth study examines the financial performance persistence of SRI and conventional funds. It shows through non-parametric tests that there is no performance persistence for both SRI and conventional funds.

This PhD is a practice as research interrogation of the emancipatory potential of the idea of imperfection. It is framed around the key leading question: ‘How can the generation of imperfect praxis – cultural production in and through social dialogues challenging notions of technical expertise – affirm emancipatory value in a film practice? The thesis documents the development of a participatory film practice, operating in-between d.i.y subcultural activity and practice as research. The film component of the submission engages with the problems involved in representing and authenticating the collective dimension of participatory filmmaking. The emancipatory potential of imperfection has been explored via a broad range of interdisciplinary participatory practices. The core project is Imperfect Cinema, an open-access micro-cinema collective, which navigated the intersection between film and do-it-yourself punk. This interplay between the contested idea of punk and its inherent activism, with the democratic/accessible implications of audio-visual media, is seen as an exemplary site for examining, and dismantling the boundaries between disciplines. In this sense, the nature of the work can be seen as being ‘in-disciplinary’ (Rancière 2008), requiring a mobility and responsiveness to the emergence of contemporary participatory and collaborative processes. The concept of imperfection draws from punk as a set of d.i.y methodological practices and is key to understanding and developing participatory cinema. Imperfection, as a generative conceptual tool, can be described as incorporating and examining methods ‘against methods’ (Feyerabend 1988) in order to acknowledge the uncertainty and fluidity of participatory work. This forms my understanding of what I term imperfect praxis. This praxis requires the emancipatory potential of imperfection to be easily communicable and accessible to different kinds of participants. The emergence of imperfect praxis developed out of collective social spaces where a kind of knowledge can be explored through collaborative and participatory interactions and dialogues, situated and understood through historical, contextual, personal and shared experiences. This thesis consequently represents a ‘moment in time’ in my methodological development, providing me with the structure to identify and disseminate the practice as research.

Institutional Investors own a large share of publicly traded companies, controlling a significant amount of the economy‟s working capital. These investors currently use little or no sustainability-related information to make their decisions, reinforcing a loop of increasingly unsustainable growth. This paper puts forward a new investment strategy that recognizes true movement towards sustainability and its link with bottom line benefits for investors: Strategic Sustainable Investing (SSI). To achieve this desired future, Institutional Investors must be able to recognize corporations that are strategically leading the transition towards sustainability. An Analysis Tool was developed to help address this need by identifying sectoral Emerging Sustainability Issues (ESI) using a consensus-based scientific definition of sustainability. Once ESIs are identified, companies‟ strategies regarding each issue are assessed. This Tool was scrutinized by a panel of experts in the financial and sustainable development industries, and was tested on three companies within the Unconventional Oil & Gas Sector in Canada. Results confirmed the usefulness of a tool that can recognize which companies are leading the sustainable development agenda, and identified the need for future research on the financial materiality of sustainability-oriented actions.

Compte tenu des différences concernant le pilotage de l’éducation au développement durable (EDD) en France et au Chili et la place plus ou moins explicite du mot développement durable (DD) dans les sciences humaines et sociales et les sciences de la nature de ces deux pays, cette recherche tente de repérer la manière dont les enseignants et les élèves, en fonction de ces disciplines, se représentent l’objet DD. Il s’agit de mettre en évidence comment leurs représentations sociales (RS) répercutent dans le processus d’enseignement-apprentissage de cette question socialement vive (QSV). Pour ce faire, nous avons élaboré un dispositif méthodologique qui associe des questionnaires et des entretiens pour les enseignants. Alors que pour les élèves, ce dispositif se base intégralement sur des questionnaires. Nos résultats révèlent l’existence chez les enseignants des deux pays d’une RS du DD emboîtée dans celle d’un environnement-ressource. Cette représentation serait plus marquée chez les enseignants chiliens, en dégageant ainsi une perception plus développementaliste dans leur compréhension des enjeux du DD. Bien que les élèves, toutes classes confondues, partagent une RS ancrée dans la réalisation d’écogestes, la visée développementaliste est aussi présente chez les apprenants chiliens. À la lumière de nos résultats, nous pensons que sans une mise à distance dans la construction du savoir et en écartant les controverses, les pratiques éducatives acquièrent une allure transmissive qui ne favorise pas la compréhension des questions complexes que soulève la mise en place de ce projet planétaire. / Considering the differences in the control of education for sustainable development (ESD) in France and Chile and the more or less explicit place of the word sustainable development (SD) in the humanities and social sciences and natural sciences such two countries, this research attempts to identify how teachers and students, according to these disciplines, will represent the SD object. This is to highlight how their social representations (RS) reflected in the teaching-learning process of this socially controversial issue (QSV). To do this, we developed a methodological device that combines interviews and questionnaires for teachers. As for the students, this device is based entirely on questionnaires. Our results reveal the existence among teachers of both countries an RS SD fitted into that of a resource-environment. This representation would be more pronounced among Chilean teachers, thus generating a developmentalist perception in their understanding of SD issues. Although students of all classes share a RS rooted in the realization of eco-gestures, the developmentalist referred is also present among Chilean students. In light of our results, we believe that without a distancing in the construction of knowledge and spreading controversy, educational practices acquire a transmissive pace that does not promote understanding of the complex issues involved in implementing it global project.

The thesis called "Life attitudes and values of selected groups of adolescents" deals with comparison of changes through longitudinal study in chosen indicators of value orientation and actual life attitudes of adolescents, who are situated in educational institution and being at the same time students of high school preparing themselves for future career. The results are compared with the survey, which was carried out between the years 2009 - 2010. The arrangement of gained data has a character of comparative study, which evaluates an occurrence of certain aspects in respondents' hierarchy of values and maps their shift in a certain period of time. The theoretical part is concerned with attitudes and value orientation, their elements and formations; furthermore it structures a phenomenon of adolescence in general, which is compared in selected indicators with specifically selected groups, which are the subject of the survey. For a better insight into the problematic, the conclusion of the theoretical part specifies an environment of an institutional education and its basic characteristics. The issue is observed from pedagogical, psychological and anthropological point of view. These views offer treatises about possibilities and resources affecting an education in devices for juveniles, whose...

Abstract This study focused on enriching collaborative learning through pedagogically scripted multiplayer games. Collaborative learning was examined in the synchronous discussions of small group problem-solving activities in face-to-face and virtual game settings. The theoretical approach is socio-cognitive and builds on the contextual and situated nature of learning. Interaction between group members in social situations is a key mechanism fostering students’ collaborative learning. In the field of Computer-Supported Collaborative Learning the underlying aim is to stimulate and structure socially shared construction of knowledge and development of shared understanding among the collaborators. This thesis consisted of three empirical studies. The first study focused on analysing the macro-level elements of teacher education students’ face-to-face discussions in a context of an international web-based course. The focus of the second and third empirical studies was on how distributed collaboration can be enriched by scripting multiplayer game environments. The game environments were developed and tailored as part of the empirical studies. The main aim was to analyse small-group micro-level interactions and activities taking place during the game. Moreover, the particulars of a 3D voice-enhanced multiplayer game context for small-group shared collaborative activities were investigated. The focus of the last empirical study was on aspects of collaborative game activity and shared problem solving described from the perspective of individual players. The results indicated that the synchronous small-group discussions, on the macro-level, consisted of explaining, sharing knowledge, providing critiques, reflection, and joint engagement. The micro-level elements of the players’ discussions during the game were questions, content statements, social statements, suggestions, instructions or orders, encouragements, and responses. Both macro and micro level elements varied in random order during the discussion, forming a base for small-group discussion and joint problem-solving efforts. Not all problem-solving situations in the game data were shared, indicating that if shared collaborative activity was pursued, the scripting of the game tasks must require equal participation and teamwork during the game. The 3D game environment created a strong shared context for the distributed groups by engaging the players and reinforcing individual participation through the avatar activity. The findings of this thesis contribute to the future development of serious games and highlight the potential of multiplayer games as tools for supporting the social aspects of distributed teamwork. / Tiivistelmä Väitöstutkimus tarkastelee yhteisöllisen oppimisen rikastamista pedagogisesti vaiheistettujen virtuaalipeliympäristöjen avulla. Tutkimuksessa on analysoitu pienryhmien sosiaalista vuorovaikutusta luokkahuonekeskusteluissa ja puhevälitteisissä peliympäristöissä. Teoreettisesti tutkimus pohjautuu sosiokognitiiviseen käsitykseen oppimisesta, jonka mukaan sosiaaliset tilanteet voivat käynnistää yksilöissä oppimisen kannalta keskeisiä mekanismeja, kuten esimerkiksi selittämistä ja tiedon jakamista. Yhteisöllisen oppimisen ytimeksi katsotaan jaetun ymmärryksen rakentaminen sosiaalisessa vuorovaikutuksessa, mitä tietokoneavusteisen yhteisöllisen oppimisen tutkimuslinjassa pyritään tukemaan vaiheistamalla oppimisympäristöjä. Tutkimus koostuu kolmesta eri osatutkimuksesta, joista ensimmäisessä analysoitiin korkeakouluopiskelijoiden pienryhmäkeskustelua luokkahuonetilanteessa. Lähitapaamiset toimivat kurssilla hajautetun kansainvälisen verkkotyöskentelyn tukena. Toisessa osatutkimuksessa tarkasteltiin, voiko hajautettua yhteisöllistä oppimista rikastaa puhevälitteisen monenpelaajan peliympäristön avulla. Pelin tehtävät suunniteltiin ja vaiheistettiin yhteisöllistä toimintaa vaativiksi sekä jaetun ymmärryksen rakentamista tukeviksi. Analyysi keskittyi korkeakouluopiskelijoiden pelinaikaisen keskustelun ja ongelmanratkaisutilanteiden tarkasteluun. Kolmannen osatutkimuksen tavoitteena oli tutkia, mitä osatekijöitä työelämäkontekstista tulleet osallistujat joutuivat hallitsemaan puhevälitteisessä monenpelaajan pelissä. Tutkimusten video- ja haastatteluaineistot analysoitiin laadullisen sisällönanalyysin menetelmin. Tutkimustulokset osoittivat, että pienryhmän vuorovaikutus koostuu makrotasolla mm. selittämisestä, tiedon jakamisesta ja reflektoinnista. Mikrotasolla mm. kysymykset, toteamukset, auttaminen ja ehdottaminen vaihtelivat puheenvuoroittain ja muodostivat yhteisen toiminnan pohjan pienryhmän pelaamisessa. Kaikki ongelmanratkaisutilanteet pelin aikana eivät kuitenkaan olleet jaettuja. Tulokset osoittavat, että kun tavoitellaan aidosti yhteisöllisiä tilanteita, pelin tehtävät täytyy vaiheistaa niin, että ne vaativat kaikkien osallistumista ja pitävät ryhmää virtuaalisesti yhdessä. Tässä tutkimuksessa käytetyt peliympäristöt muodostivat hajautetuille ryhmille vahvan jaetun tilan ja virtuaalisten ihmishahmojen eli avatarien kautta osallistuminen vahvisti yksilöiden toimijuutta pienryhmän osana. Tuloksia voidaan hyödyntää hajautetun tiimityön kontekstissa sekä käyttää tukena tulevaisuuden virtuaalisten tiimipelien suunnittelussa.

Bakgrund: Tiden är en av de äldsta mänskliga konstruktionerna och ett fenomen som människor alltid velat mäta. Detta har människan gjort genom alla tider med hjälp av allt från solur, astronomiska ur till mekaniska ur. I dagens moderna samhälle där människor har en ständig tillgång till displayer som visar hur mycket klockan är, fortsätter den Schweiziska klockindustrin att exportera för miljontals Schweiziska franc och efterfrågan tycks inte påverkas av de elektroniska prylarna och ”smartphones”. När tiden inte är det relevanta längre eller det som konsumenter strävar efter vid köp av en klocka, ställer vi oss frågan om vad det är som driver folk till att vara villiga att lägga ner så mycket pengar på en sådan produkt? Vad är det för värde som huvudsakligen uppfattas och varierar de mellan konsumenterna beroende på klockans syfte? Genom att undersöka faktorer inom de olika värdekategorierna Socialt-, Hedonistiskt- och Funktionellt värde, och med hjälp av två olika konsumenttyper, har författarna som avsikt att slutligen klargöra vilka faktorer som är mer eller mindre värdeskapande. Studien bidrar till en kartläggning och en kunskapsspridning om vilka faktorer som är mest värdeskapande, inte bara gällande klockor, men även för hela premiumindustrin. Syfte: Syftet med denna studie är att identifiera vilka faktorer som är av vikt och har betydelse för konsumenters uppfattning om värde när det gäller premiumprodukter. För att utreda detta har vi valt att fokusera på klockindustrin där vi avser undersöka och fastställa vilka faktorer som till högre eller lägre grad har betydelse för konsumentens uppfattning om vad som genererar ett värde. Genomförande: Studien har ett interpretativistiskt synsätt och är en deduktiv studie som karaktäriseras av ett kvalitativt tillvägagångssätt. Empirin har samlats in genom ett bekvämlighetsurval med inslag av målstyrt urval. Sammanlagt har 9 intervjuer med privatpersoner genomförts. Slutsats: Studien visar på att de värdeskapande faktorerna varierar beroende på konsumenttyp samt deras syfte med köpet. Orsakerna till hur konsumenter uppfattar faktorer som värdeskapande beror på vad konsumenten strävar efter, hur insatt konsumenten är i ämnet samt dess bakgrund. De värdeskapande faktorerna går även att väva samman och utgör ofta ett ökat värde tillsammans. / Background: Time is one of the oldest constructions created by humans and a phenomenon that humans always wanted to measure. This has been done by humans throughout all ages, using everything from sundials, astronomical watches to mechanical watches. In today's modern society, where people have constant access to displays showing the time, the Swiss watch industry continues to export for millions of Swiss francs and the demand does not seem to be affected. When time is neither the factor nor the reason why people are buying a watch, what is causing people to spend money on such a product? What types of values are essentially perceived and do they vary between consumers depending on their purpose of the watch? By examining factors within the different categories of value; the Social-, the Hedonistic- and Functional value, and by using two different types of consumers’, the authors have the intention to clarify which factors are of more or less value- creating. The study contributes to a mapping and dissemination of knowledge about which factors are the most value creating ones, not only regarding watches, but for the entire premium industry. Purpose: The purpose of this study is to identify which factors are important and of significance to consumers' perception of value in terms of premium products. As a case for investigating this issue, the authors have chosen the watch industry where they intend to investigate and determine which factors are of higher or lower importance to the consumer's perception of what has generated value-creation. Completion: The study has an interpretative approach and is a deductible study characterized by a qualitative approach. The empirical data has been collected through a convenience sample with elements of a target sample. A total of 9 interviews with private individuals have been conducted. Conclusion: The study shows that the value-creating factors vary depending on the consumer type and their purpose of the purchase. The reasons for how consumers perceive factors as value creating depend on what the consumer strives for, how committed the consumer is to the subject and the consumer’s background. The value-creating factors can also be put together and often constitute an increased value.

Jacquet, d’aucy, Béghin-Say ou Labeyrie… ces marques font partie du quotidien des consommateurs français sans pour autant qu’ils sachent, dans leur grande majorité, qu’elles sont détenues par des coopératives agricoles. Si ces marques communiquaient leur statut coopératif, ceci constituerait-il une valeur ajoutée pour les consommateurs ? Ce travail doctoral s’intéresse au rôle joué par la représentation sociale des consommateurs au sujet du mode de gouvernance de l’entreprise productrice dans le cadre de l’évaluation des produits. Cette problématique de recherche est abordée selon trois questions de recherche. La première s’intéresse au contenu et à la structure de la représentation sociale des consommateurs français au sujet des coopératives. La seconde question étudie l’influence de cette représentation sociale sur la catégorisation et l’évaluation des offres coopératives, en considérant le rôle médiateur du niveau de congruence de l’offre avec cette représentation. La troisième aborde l’effet d’une mention et des arguments coopératifs sur les attitudes et intentions de comportement des consommateurs. Elle traite en particulier le niveau de congruence et de centralité des arguments par rapport à la représentation considérée. La représentation sociale des coopératives et son influence sont ainsi étudiées et discutées au moyen de sept études selon une approche multi-méthode. D’un point de vue théorique, cette recherche souligne, que la représentation sociale des coopératives fait écho aux préoccupations CSR des consommateurs ce qui explique l’effet bénéfique d’un label ou d’une mention sur ce statut. D’un point de vue méthodologique, cette recherche mobilise des méthodes d’investigations originales (méthodes hybrides et implicites) en complément des méthodes traditionnellement utilisées en marketing. D’un point de vue managérial, ce travail apporte des réponses aux managers et aux institutionnels qui s’interrogent sur le recours à une mention coopérative et les aiguille dans le choix d’arguments de communication efficaces pour accompagner cet affichage. / Jacquet, d’aucy, Béghin-Say or Labeyrie... What do these brands have in common? These brands are part of the everyday life of French consumers, though not many actually know they are owned by agricultural cooperatives. If these brands communicated their cooperative status on the market, would this be considered by consumers to be an added value? This doctoral dissertation focuses on the role played by consumers’ social representation in relation to the producer’s governance mode, as part of the product evaluation. This work aims to answer this central research question according to three sub-questions. The first one focuses on the content and structure of the social representation of French consumers regarding cooperatives. The second question analyzes the influence of this social representation on the categorization and evaluation of cooperatives’ offerings, taking into account the mediating role of the level of congruence between the offer and this social representation. The third question addresses the effect of cooperative labelling and arguments on the attitudes and behavioral intentions of consumers. In particular, this sub-question evaluates the levels of congruence and centrality of the arguments with the considered social representation. Therefore, the social representation of cooperatives and its influence are studied and discussed in seven studies, though a multi-method approach. From a theoretical point of view, this research highlights that the social representation of cooperatives echoes consumers’ CSR concerns; this explains the beneficial effect of a label or a mention on this governance status. From a methodological point of view, this research uses original methods (hybrid and implicit methods) in addition to those that are traditionally used in marketing. From a managerial point of view, this work provides managers and institutional entities with answers on the potential of a cooperative mention and helps them choose arguments that will lead to effective marketing communications.