Considering the diversity of approaches characterizing the research area of consumer\nresistance, this paper meets two goals. The first is to review the literature to explore this\ninteresting theme and better understand its origins, current state and perspectives. The\nsecond is to conduct a preliminary exploratory study aimed at studying the forms of\nresistance shown by Moroccan consumers, as well as the factors that stimulate their\nopposition. The results of an exploratory quantitative survey of 130 people are presented.\nThe analysis highlights several forms of resistance; individual and collective, to marketing\npractices, as well as the elements that trigger this resistance.
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