Résumé
The aim of this HDR is to provide a retrospective of the research work accomplished by adopting a reflexive stance. I thus opt for not only individual but also collective reflexivity as proposed by Bourdieu (2001) in order to take into consideration the personal aspects and the context of my field of research that can explain the approach adopted. The aim is precisely to “explore” this question: what part does subjectivity play in the research process followed? More precisely, I am interested in understanding the impact of personal experience and the social context on choices, both in terms of the methodology and the fields chosen and the concepts used. In doing so, I offer a very personal story as an introduction to this HDR. The four chapters are composed of the four themes addressed in my career: children and brands, the gap between attitude and responsible behavior, food/obesity and women entrepreneurs/at the top. The reflexive approach leads me in conclusion to criticize the marketing work arguing for consumer responsibility and empowerment as it is sometimes studied, either by adopting a market rhetoric. True empowerment would consist precisely in understanding the workings of the consumer society and being able to extract oneself from it. It is proposed that empowerment, from a responsible consumption perspective, would consist first of all in being aware of one's own intentions, but also of all the influences that are exerted on oneself and on consumers in general, of the impacts of the different consumption choices on one's environment and then to align one's actions with one's intentions, from an overall perspective of moderation. In this sense, mindful consumption is proposed as a research perspective.