Le Happywashing et Perception des Consommateurs :Le Cas de la Boisson Energisante IZEM

Abstract

The aim of this study is to analyze the impact of happy washing on consumer perception, focusing on the energy drink IZEM, marketed by Ifri. Based on a questionnaire administered to a sample of 80 student consumers, the study explores their expectations, impressions and purchasing behavior in the face of communication focused on well-being. The results show that these young people do not pay particular attention to the concept of happywashing. However, the brand's communication does positively improve its image, boosting young consumers' confidence and purchase intent. Despite this positive effort, the strategy raises questions about the sincerity of the brand's stated commitments. The study highlights the need to raise young people's awareness of the risks involved in consuming energy drinks, and encourages companies to adopt more transparent communication to avoid any form of deception and preserve the relationship of trust with their customers