Author(s): Virginie Vandenbulcke, Hélène Cristini and Janine Hobeika
This article proposes to define the concept of eco-lucidity as a new framework for exploring consumers’ social responsibility through their commitment and behavior. In response to environmental challenges, such as climate change and resource depletion, eco-lucidity offers an alternative to traditional approaches that rely on fear and guilt. Instead, it emphasizes proactive and coherent engagement, awareness, and conscious action, encouraging consumers to align their values with sustainable practices. The article argues that eco-lucidity builds on a deeper sense of responsibility toward the planet and society, promoting long-term behavioral change through informed, intentional actions. This research suggests that companies can use eco-lucidity to build meaningful connections with customers by integrating environmental consciousness into their business models. Aside from the jolt and the nudge theories, relying on external shocks or subtle incentives, eco-lucidity offers an intermediate approach that combines motivation with progressive, measurable steps, reducing psychological reactance while nurturing eco-conscious behaviors. This new concept called eco-lucidity can help companies and public institutions understand the influence of consumers’ awareness on their emotions and in turn on their commitment and behavior. The aim is to give insight to improve sustainability of products and services and to increase the CSR level of companies, for example in the luxury sector.