Parguel Béatrice

Béatrice Parguel is a CNRS Research Director at Paris-Dauphine University where she directs the Center for Marketing and Public Policy Research. Her academic career spans consumer psychology with a focus on experimental methodology, examining implications for public authorities in consumer information and education.

Her research interests center on greenwashing, environmental labeling, ecology education for children, and reduction of over-packaging. She investigates how marketing practices influence consumer behavior, particularly in sustainable consumption contexts, with significant contributions to understanding luxury brand management, CSR communication, and the psychological mechanisms behind consumer responses to environmental claims. Her work bridges academic research with practical policy implications, often exploring the tension between commercial interests and public welfare.

Parguel's publications reveal consistent themes in sustainable consumption, with a growing emphasis on food-related behaviors, digital activism, and luxury market dynamics in recent years. Her research employs rigorous experimental methods to uncover both conscious and subconscious consumer responses to marketing stimuli, particularly in ethically charged contexts.

As director of the Center for Marketing and Public Policy Research, she leads a team investigating the intersection of marketing practices and societal impact, with particular attention to regulatory implications and consumer protection.