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This research proposes a framework for value analysis derived from a practice. We link this concept with the consumer value in marketing. The approach adopted for the value derived from a practice is bivalent, including the various reasons for valuing and devaluing the activity. We then propose a model based on the assumption that the value derived from a practice changes with the intensity of the practice. The empirical study focuses on the practice of eco-friendly gestures that aim to save electricity. The results show that the more intensified the practice, the stronger the value creation while the loss of value is reduced. In addition, a multi-group analysis allows the diversification of the value to be observed when the intensity of the practice increases. The results reveal the importance of eudemonic value, which offers a new avenue for understanding the mechanisms of appropriation of practices with societal stakes.

Cette recherche propose un cadre d’analyse de la valeur retirée d’une pratique. Nous établissons tout d’abord un lien avec le concept de valeur de consommation en marketing. L’approche retenue pour la valeur retirée d’une pratique est celle d’une conception bivalente, incluant les différents motifs de valorisation et dévalorisation de l’activité. Nous proposons ensuite un modèle construit sur l’hypothèse que la valeur retirée d’une pratique évolue en fonction de l’intensité de celle-ci. L’étude empirique porte sur la pratique d’écogestes électriques. Les résultats montrent que plus la pratique s’intensifie, plus sa valorisation est forte alors que sa dévalorisation est minorée. Une analyse multigroupes permet, en complément, d’observer la diversification de la valeur lorsque l’intensité de la pratique s’accroît. Les résultats révèlent notamment l’importance de la valeur eudémonique, ce qui offre une nouvelle piste pour la compréhension des mécanismes d’appropriation des pratiques à enjeu sociétal.

In nature-based destinations, tourism development and the preservation of natural resources are difficult issues for managers to reconcile. In a sustainable tourism approach, they try to involve the various stakeholders, and more particularly the visitors, to find the best possible balance. The research conducted to date often opposes residents and tourists regarding their expectations of a natural site and the pro-environmental behaviours they are willing to adopt. This study seeks to overcome this binary opposition by adopting a cluster analysis based on the expectations of the visitors regarding the management of the place (Brittany, France). The results reveal a more complex reality incorporating four clusters: the hardliners, the pleasure-seekers, the protectors, and the wilderness champions. Within these clusters, there is consistency between preservation expectations and the adoption of pro-environmental behaviours. These results are discussed, and research avenues are proposed.