{"id":70336,"date":"2023-12-05T16:02:33","date_gmt":"2023-12-05T15:02:33","guid":{"rendered":"https:\/\/www.ubfc.fr\/?p=70336"},"modified":"2023-12-12T11:51:38","modified_gmt":"2023-12-12T10:51:38","slug":"economie-durable-la-location-cela-peut-aussi-profiter-aux-entreprises","status":"publish","type":"post","link":"https:\/\/www.ubfc.fr\/en\/economie-durable-la-location-cela-peut-aussi-profiter-aux-entreprises\/","title":{"rendered":"\u00c9conomie durable : la location, cela peut aussi profiter aux entreprises"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"70336\" class=\"elementor elementor-70336\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c293ba7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c293ba7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1cc3c73\" data-id=\"1cc3c73\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1ded818 elementor-widget elementor-widget-text-editor\" data-id=\"1ded818\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/theconversation.com\/profiles\/louis-de-mesnard-568324\">Louis de Mesnard<\/a>, <em><a href=\"https:\/\/theconversation.com\/institutions\/universite-de-bourgogne-ubfc-2288\">Universit\u00e9 de Bourgogne \u2013 UBFC<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8801a06 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8801a06\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-622198e\" data-id=\"622198e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f257ec3 elementor-widget elementor-widget-text-editor\" data-id=\"f257ec3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La campagne de Agence de l\u2019environnement et de la ma\u00eetrise de l\u2019\u00e9nergie (Ademe), qui commence en cette fin du mois de novembre 2023, a \u00e9t\u00e9 interpr\u00e9t\u00e9e d\u00e8s sa sortie comme dirig\u00e9e contre la vente de biens de consommation, avec le personnage embl\u00e9matique d\u2019un \u00ab\u00a0d\u00e9vendeur\u00a0\u00bb et son badge \u00e9tiquet\u00e9 sur sa poitrine. Si la campagne peut se comprendre du point de vue environnemental, elle a braqu\u00e9 les commer\u00e7ants \u00e0 un moment de l\u2019ann\u00e9e o\u00f9 ils comptent bien r\u00e9aliser un important chiffre d\u2019affaires, entre op\u00e9rations promotionnelles du Black Friday et f\u00eates de No\u00ebl en perspectives.<\/p><p>La campagne a divis\u00e9 <a href=\"https:\/\/www.huffingtonpost.fr\/politique\/article\/contre-le-black-friday-une-campagne-maladroite-du-gouvernement-divise-bechu-et-le-maire_226165.html\">jusqu\u2019au sein du gouvernement<\/a>. Le ministre de la Transition \u00e9cologique, Christophe B\u00e9chu a ainsi \u00ab\u00a0assum\u00e9\u00a0\u00bb cette communication (qui <a href=\"https:\/\/www.radiofrance.fr\/franceinter\/la-campagne-critiquee-de-l-ademe-sur-la-sobriete-ne-sera-pas-retiree-affirme-christophe-bechu-7512436\">reste maintenue<\/a> malgr\u00e9 les demandes visant son retrait) tandis que le ministre de l\u2019\u00c9conomie et des Finances, Bruno Le\u00a0Maire, l\u2019a jug\u00e9e \u00ab\u00a0maladroite\u00a0\u00bb.<\/p><p>En fait, la campagne peut \u00eatre comprise comme visant \u00e0 promouvoir d\u2019abord une consommation plus raisonn\u00e9e, avec en particulier la mise en avant du pr\u00eat (on peut toujours r\u00eaver\u2026) mais surtout de la <strong>location<\/strong> des biens de consommation au d\u00e9triment de la <strong>vente<\/strong>. Cela ne concerne \u00e9videmment que les biens durables car on ne peut bien entendu pas louer les biens non durables comme la nourriture.<\/p><figure><iframe src=\"https:\/\/www.youtube.com\/embed\/sloiijAkWes?wmode=transparent&amp;start=0\" width=\"440\" height=\"260\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><figcaption><span class=\"caption\">\u00ab\u00a0Le d\u00e9vendeur et la ponceuse\u00a0\u00bb, campagne de l\u2019Ademe (novembre 2023).<\/span><\/figcaption><\/figure><p>Les producteurs et les commer\u00e7ants ne devraient pourtant pas s\u2019alarmer car choisir de louer plut\u00f4t que de vendre est souvent dans leur int\u00e9r\u00eat\u00a0: dans de nombreux cas, la location appara\u00eet bel et bien dans l\u2019int\u00e9r\u00eat des entreprises.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-101f399 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"101f399\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d5c05a\" data-id=\"8d5c05a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-256afd7 elementor-widget elementor-widget-text-editor\" data-id=\"256afd7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Plus de voitures lou\u00e9es que vendues<\/h2><p>La <a href=\"https:\/\/mitpress.mit.edu\/9780262200714\/the-theory-of-industrial-organization\/\">th\u00e9orie micro-\u00e9conomique<\/a> enseigne que, lorsque le prix du bien durable est susceptible de chuter au cours du temps (par obsolescence ou parce que d\u2019autres mod\u00e8les plus performants arrivent sur le march\u00e9 ou parce que le bien ne peut \u00eatre facilement r\u00e9par\u00e9), l\u2019entreprise a int\u00e9r\u00eat \u00e0 privil\u00e9gier la location des biens qu\u2019il produit plut\u00f4t que la vente. Il s\u2019agit l\u00e0 d\u2019un int\u00e9r\u00eat \u00ab\u00a0\u00e9go\u00efste\u00a0\u00bb et non d\u2019une volont\u00e9 d\u2019aller vers un comportement plus responsable.<\/p><p>En effet, si l\u2019entreprise ne peut pas s\u2019engager sur la valeur future du bien, le consommateur risque d\u2019attendre avant d\u2019acheter. Dans le cas d\u2019une location, celui-ci ne craint alors plus rien puisqu\u2019il n\u2019est pas propri\u00e9taire du bien\u00a0: il loue donc le bien dans la p\u00e9riode pr\u00e9sente et il pourra toujours d\u00e9cider de ne pas le louer dans la p\u00e9riode future si les conditions sont devenues d\u00e9favorables.<\/p><p>La location est par exemple particuli\u00e8rement pris\u00e9e pour les automobiles, d\u00e9sormais <a href=\"https:\/\/www.24matins.fr\/etude-la-location-de-voiture-depasse-lachat-une-premiere-en-france-1352791\">davantage lou\u00e9es sur de longues p\u00e9riodes que vendues<\/a>. Pour les v\u00e9hicules \u00e9lectriques, d\u2019une part le prix futur pourrait baisser pour un m\u00eame mod\u00e8le du fait des \u00e9conomies d\u2019\u00e9chelle, mais aussi parce qu\u2019il existe encore des incertitudes sur le vieillissement des batteries, la disponibilit\u00e9 des pi\u00e8ces d\u00e9tach\u00e9es ou encore en termes der\u00e9glementation (si de nouvelles aides d\u2019\u00c9tat sont d\u00e9bloqu\u00e9es par exemple).<\/p><figure class=\"align-center \"><figure style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.pexels.com\/fr-fr\/photo\/route-voiture-vehicule-mouvement-13928020\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip\" sizes=\"(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px\" srcset=\"https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=600&amp;h=404&amp;fit=crop&amp;dpr=1 600w, https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=600&amp;h=404&amp;fit=crop&amp;dpr=2 1200w, https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=600&amp;h=404&amp;fit=crop&amp;dpr=3 1800w, https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;h=508&amp;fit=crop&amp;dpr=1 754w, https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=754&amp;h=508&amp;fit=crop&amp;dpr=2 1508w, https:\/\/images.theconversation.com\/files\/561926\/original\/file-20231127-27-vb2m5r.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=754&amp;h=508&amp;fit=crop&amp;dpr=3 2262w\" alt=\"\" width=\"600\" height=\"404\" \/><\/a><figcaption class=\"wp-caption-text\">Les v\u00e9hicules, notamment \u00e9lectriques, sont d\u00e9sormais davantage lou\u00e9s qu\u2019achet\u00e9s. Hyundai\/Pexels, CC BY-SA<\/figcaption><\/figure><\/figure><p>Pour l\u2019outillage, la location se pratique dans les magasins de bricolage, malgr\u00e9 le co\u00fbt assez \u00e9lev\u00e9, car le client particulier en a peu l\u2019usage et a peu de place pour le stocker chez lui. En revanche, pour les ordinateurs portables, dont le march\u00e9 est stabilis\u00e9, on ne pratique quasiment pas la location. Si elle \u00e9tait pratiqu\u00e9e, celle-ci ne le serait que pour des motifs \u00e9cologiques.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-69e57b5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"69e57b5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9e3920f\" data-id=\"9e3920f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ce09315 elementor-widget elementor-widget-text-editor\" data-id=\"ce09315\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Une r\u00e9volution pour le commerce<\/h2><p>Si la location est impossible pour une raison ou une autre, la firme peut contourner le probl\u00e8me en restant sur le syst\u00e8me de la vente, mais \u00e0 la condition de pouvoir proposer un engagement cr\u00e9dible. Plusieurs pistes sont possibles\u00a0:<\/p><ul><li><p>par un contrat qui pr\u00e9voirait un nombre maximal d\u2019objets produits (pour maintenir la raret\u00e9 et emp\u00eacher le prix de chuter), la fourniture des pi\u00e8ces d\u00e9tach\u00e9es, etc. Le contrat doit \u00eatre intertemporel et couvrir les deux p\u00e9riodes pr\u00e9sente et future.<\/p><\/li><li><p>en d\u00e9posant un certain montant d\u2019argent aupr\u00e8s d\u2019un tiers de confiance, montant que la firme perdrait en cas de non-respect de son obligation. C\u2019est possible en th\u00e9orie mais sans doute moins en pratique.<\/p><\/li><\/ul><p>En revanche, l\u2019entreprise n\u2019aura pas besoin de s\u2019engager si sa marque est r\u00e9put\u00e9e \u2013 et de pr\u00e9f\u00e9rence dans le haut de gamme, donc ch\u00e8re. On peut citer comme exemples embl\u00e9matiques de ce type de marques le g\u00e9ant du num\u00e9rique Apple ou encore les constructeurs allemands BMW, Audi et Mercedes.<\/p><p>Pour les biens de luxe, la location est g\u00e9n\u00e9ralement exclue. En effet, pour le consommateur, louer un bien de luxe, fondamentalement ostentatoire, comme une montre Rolex, ruinerait l\u2019effet d\u2019ostentation\u00a0: il lui faut donc n\u00e9cessairement l\u2019acheter. Toutefois, pour certaines autres cat\u00e9gories de biens de luxe comme les jets d\u2019affaires (par exemple les Falcon 900EX ou les Gulfstream III), l\u2019ostentation reste compatible avec la location.<\/p><p>Au bilan, comme on le voit, le d\u00e9bat vente ou location n\u2019est pas si simple et va bien au-del\u00e0 de la simple protection de l\u2019environnement quand on regarde du c\u00f4t\u00e9 des firmes. Pour les commer\u00e7ants et revendeurs, le passage \u00e0 la location signifie le passage d\u2019une activit\u00e9 commerciale \u00e0 une activit\u00e9 de service, une vraie r\u00e9volution pour eux. C\u2019est bien cela qui les inqui\u00e8te.<img decoding=\"async\" style=\"border: none !important; box-shadow: none !important; margin: 0 !important; max-height: 1px !important; max-width: 1px !important; min-height: 1px !important; min-width: 1px !important; opacity: 0 !important; outline: none !important; padding: 0 !important;\" src=\"https:\/\/counter.theconversation.com\/content\/218661\/count.gif?distributor=republish-lightbox-basic\" alt=\"The Conversation\" width=\"1\" height=\"1\" \/><\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f91f2ad elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f91f2ad\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-93ed47c\" data-id=\"93ed47c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e9a033 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4e9a033\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ccec24e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ccec24e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-569e1ba\" data-id=\"569e1ba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2386cb elementor-widget elementor-widget-text-editor\" data-id=\"c2386cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/theconversation.com\/profiles\/louis-de-mesnard-568324\">Louis de Mesnard<\/a>, Professeur \u00e9m\u00e9rite de Sciences de Gestion, IAE Dijon, <em><a href=\"https:\/\/theconversation.com\/institutions\/universite-de-bourgogne-ubfc-2288\">Universit\u00e9 de Bourgogne \u2013 UBFC<\/a><\/em><\/p><p>Cet article est republi\u00e9 \u00e0 partir de <a href=\"https:\/\/theconversation.com\">The Conversation<\/a> sous licence Creative Commons. Lire l\u2019<a href=\"https:\/\/theconversation.com\/economie-durable-la-location-cela-peut-aussi-profiter-aux-entreprises-218661\">article original<\/a>.<\/p><p>Cr\u00e9dits image vignette : Image par <a href=\"https:\/\/pixabay.com\/fr\/users\/shuvotanbir70-24906970\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=6883793\">shuvotanbir70<\/a> de <a href=\"https:\/\/pixabay.com\/fr\/\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=6883793\">Pixabay<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Louis de Mesnard, Universit\u00e9 de Bourgogne \u2013 UBFC La campagne de Agence de l\u2019environnement et de la ma\u00eetrise de l\u2019\u00e9nergie (Ademe), qui commence en cette fin du mois de novembre 2023, a \u00e9t\u00e9 interpr\u00e9t\u00e9e d\u00e8s sa sortie comme dirig\u00e9e contre la vente de biens de consommation, avec le personnage embl\u00e9matique d\u2019un \u00ab\u00a0d\u00e9vendeur\u00a0\u00bb et son badge &hellip; <a href=\"https:\/\/www.ubfc.fr\/en\/economie-durable-la-location-cela-peut-aussi-profiter-aux-entreprises\/\">Continued<\/a><\/p>\n","protected":false},"author":60,"featured_media":70345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2062,2049,14],"class_list":["post-70336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-scientifique-et-technique","category-recherche","category-ubfc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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