Florence Benoît-Moreau

Florence Benoît-Moreau is a Lecturer at Paris-Dauphine University, where she has been teaching since 2009. Her academic work focuses on consumer behavior, marketing, and sustainability, with particular expertise in responsible consumption and collaborative economy models.

Dr. Benoît-Moreau's research primarily centers on responsible consumption and sustainable lifestyles, examining environmental communication from a public policy perspective. She also investigates collaborative consumption phenomena, including consumer participation and sharing economy dynamics. Her work bridges theoretical marketing concepts with practical applications for sustainable business practices. She has published extensively in both international journals such as the Journal of Business Ethics, International Journal of Advertising, and Journal of Consumer Policy, as well as in prominent French journals including Décisions Marketing and Revue Française de Gestion.

Her recent publications reveal a strong focus on gender issues in marketing, particularly how brands influence gender stereotypes through marketing strategies. She has also conducted significant research on the sharing economy, examining how peer-to-peer platforms affect consumer behavior, with special attention to financially constrained consumers and the environmental implications of collaborative consumption. Her work often explores the paradoxes in sustainable consumption, such as how second-hand platforms might inadvertently stimulate overconsumption.