{"id":10201,"date":"2020-08-31T12:40:35","date_gmt":"2020-08-31T10:40:35","guid":{"rendered":"https:\/\/www.umweltperspektiven.ch\/?p=3313"},"modified":"2022-02-09T11:09:56","modified_gmt":"2022-02-09T10:09:56","slug":"kearney-studie-nachhaltige-produkte-sind-zu-teuer","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/sustainability\/2020-08-31\/kearney-studie-nachhaltige-produkte-sind-zu-teuer\/","title":{"rendered":"\u00c9tude Kearney : les produits durables sont trop chers"},"content":{"rendered":"
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Les produits durables co\u00fbtent souvent beaucoup plus cher que ce que les consommateurs sont pr\u00eats \u00e0 payer. (Cr\u00e9dit : Shutterstock)<\/figcaption><\/figure>\n

Les articles durables co\u00fbtent en moyenne 75 \u00e0 85 pour cent de plus que les produits traditionnels, comme l'a analys\u00e9 Kearney dans son \u00e9tude \"Why today's pricing is sabotaging sustainability\". Les suppl\u00e9ments les plus \u00e9lev\u00e9s, allant jusqu'\u00e0 220 pour cent, se trouvent dans la mode, la beaut\u00e9 et les produits de sant\u00e9. Les surco\u00fbts les plus faibles concernent les aliments pour b\u00e9b\u00e9s et l'\u00e9nergie, avec environ 20 pour cent. <\/span><\/p>\n

Des prix trop \u00e9lev\u00e9s<\/span><\/strong><\/p>\n

\"Les produits durables co\u00fbtent souvent beaucoup plus cher que ce que les consommateurs sont pr\u00eats \u00e0 payer. Ce n'est pas une fatalit\u00e9\", explique Carsten Gerhardt, partenaire et expert en durabilit\u00e9 du cabinet de conseil en management Kearney. \"La raison en est une fixation conventionnelle des prix. Si les propri\u00e9taires de marques et les commer\u00e7ants s'orientaient vers les co\u00fbts r\u00e9ellement encourus et repensaient leur tarification conventionnelle, ils pourraient augmenter leur chiffre d'affaires et marquer des points face \u00e0 la concurrence\".<\/span><\/p>\n

Les produits frais, comme les tomates bio, sont moins chers que les produits transform\u00e9s, comme les tomates bio en conserve. Diverses \u00e9tudes montrent que ces suppl\u00e9ments de prix sont exorbitants par rapport aux suppl\u00e9ments que les consommateurs sont pr\u00eats \u00e0 payer. Environ 70% des consommateurs seraient pr\u00eats \u00e0 d\u00e9penser jusqu'\u00e0 10% de plus pour des produits durables, 15% m\u00eame 30%, les 15% restants \u00e9tant pr\u00eats \u00e0 accepter des suppl\u00e9ments encore plus \u00e9lev\u00e9s. <\/span><\/p>\n

\"Nous pouvons partir du principe qu'une majoration de 10 % pour la durabilit\u00e9 serait bien accept\u00e9e sur le march\u00e9 de masse\", estime Gerhardt. L'\u00e9tude montre \u00e9galement que la disposition des consommateurs \u00e0 payer plus pour des produits durables a augment\u00e9 dans toutes les r\u00e9gions, tous les niveaux de revenus et toutes les cat\u00e9gories. Si 66 pour cent acceptaient encore un suppl\u00e9ment de prix mod\u00e9r\u00e9 en 2015, ils sont aujourd'hui 80 pour cent.<\/span><\/p>\n

Les v\u00e9ritables surco\u00fbts se situent au niveau de la production<\/span><\/strong><\/p>\n

Gerhardt explique les majorations de prix exorbitantes des produits durables par une fixation conventionnelle des prix par les propri\u00e9taires de marques et les distributeurs. Les v\u00e9ritables co\u00fbts suppl\u00e9mentaires li\u00e9s \u00e0 la durabilit\u00e9 se situent au d\u00e9but de la cha\u00eene de cr\u00e9ation de valeur, principalement au niveau de la production. Ils ne repr\u00e9sentent toutefois qu'une petite partie du prix final, souvent de l'ordre d'un mince dix pour cent. Au-del\u00e0 des co\u00fbts de production plus \u00e9lev\u00e9s, il faut encore ajouter les suppl\u00e9ments de certification pour les \u00e9colabels et les suppl\u00e9ments de volume, \u00e9tant donn\u00e9 que seules de petites quantit\u00e9s sont produites. <\/span><\/p>\n

Le co\u00fbt des certifications est relativement faible, puisqu'il ne repr\u00e9sente que cinq pour cent de la majoration. En revanche, la plus grande partie du suppl\u00e9ment de prix exig\u00e9, qui peut atteindre 80 pour cent pour les produits non alimentaires et 70 pour cent pour les produits alimentaires, est imputable aux frais g\u00e9n\u00e9raux r\u00e9partis ainsi qu'au branding et aux marges b\u00e9n\u00e9ficiaires relatives des propri\u00e9taires de marques, des grossistes et des d\u00e9taillants. <\/span><\/p>\n

Le surco\u00fbt le plus important pour la durabilit\u00e9 provient donc d'\u00e9tapes qui n'ont pas ou tr\u00e8s peu d'influence sur la durabilit\u00e9, tandis que la partie de la valeur ajout\u00e9e qui a le plus d'influence sur la durabilit\u00e9 des articles, g\u00e9n\u00e9ralement la production, repr\u00e9sente la part la plus faible du co\u00fbt du produit final.<\/span><\/p>\n

Gerhardt : \"Les propri\u00e9taires de marques ainsi que les distributeurs tout au long de la cha\u00eene de valeur pourraient calculer les suppl\u00e9ments pour les produits durables de mani\u00e8re \u00e0 ce qu'ils soient accept\u00e9s par un plus grand nombre de consommateurs. Une majoration de prix de dix pour cent permettrait de couvrir les co\u00fbts suppl\u00e9mentaires d'une production durable et le prix final ne se multiplierait pas comme aujourd'hui. Cela profiterait non seulement aux clients et aux entreprises, mais aussi \u00e0 l'environnement\".<\/span><\/p>\n

www.kearney.ch<\/span><\/em><\/a><\/span><\/p>\n

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 <\/p>","protected":false},"excerpt":{"rendered":"

Nachhaltige Artikel kosten im Schnitt um 75 bis 85 Prozent mehr als herk\u00f6mmliche Produkte, wie Kearney in der Studie \u00abWhy today\u2019s pricing is sabotaging sustainability\u00bb untersucht hat. Die h\u00f6chsten Aufschl\u00e4ge von bis zu 220 Prozent sind bei Mode, Beauty und Healthcare zu finden. Die geringsten Mehrkosten haben Babynahrung und Energie mit rund 20 Prozent. \u00dcberteuerte […]<\/p>\n","protected":false},"author":5,"featured_media":3314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kearney Studie","_yoast_wpseo_metadesc":"Eine neue Studie der Unternehmungsberatung Kearney deckt die \u00fcberh\u00f6hten Preisspannen und Potentiale bei \u00f6kologischen Produkten auf.","articlekey":"","footnotes":""},"categories":[580],"tags":[820,1768,1770,460],"class_list":["post-10201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","tag-bio-produkte","tag-nachhaltige-lieferketten","tag-nachhaltige-produkte","tag-studien"],"acf":[],"yoast_head":"\nKearney Studie: Nachhaltige Produkte sind zu teuer - Organisator<\/title>\n<meta name=\"description\" content=\"Eine neue Studie der Unternehmungsberatung Kearney deckt die \u00fcberh\u00f6hten Preisspannen und Potentiale bei \u00f6kologischen Produkten auf.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/sustainability\/2020-08-31\/kearney-studie-nachhaltige-produkte-sind-zu-teuer\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kearney Studie: Nachhaltige Produkte sind zu teuer - 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