{"id":1114,"date":"2020-11-28T14:04:39","date_gmt":"2020-11-28T13:04:39","guid":{"rendered":"http:\/\/observatoire-asap.org\/?p=1114"},"modified":"2021-03-08T21:26:22","modified_gmt":"2021-03-08T20:26:22","slug":"processus-de-decisions-et-investissements-environnementaux","status":"publish","type":"post","link":"https:\/\/observatoire-asap.org\/index.php\/2020\/11\/28\/processus-de-decisions-et-investissements-environnementaux\/","title":{"rendered":"Processus de d\u00e9cisions et investissements environnementaux"},"content":{"rendered":"

Face \u00e0 la mont\u00e9e des pressions environnementales et \u00e0 l\u2019institutionnalisation du concept d\u2019entreprise responsable (Browaeys L., 2020 ; L\u00e9pineux et al., 2016 ; Capron et Quairel-Lanoizelee, 2016), la compr\u00e9hension des processus de d\u00e9cision relatifs \u00e0 la mise en \u0153uvre des investissements environnementaux devient un enjeu essentiel pour les organisations elles-m\u00eames, afin de les aider \u00e0 mieux g\u00e9rer leurs investissements environnementaux (\u00e9co-conception, \u00e9conomie circulaire, gestion des d\u00e9chets, diminution des \u00e9missions de gaz \u00e0 effet de serre\u2026), mais aussi pour les parties prenantes, les collectivit\u00e9s territoriales et les autorit\u00e9s publiques.<\/p>\n

Quels crit\u00e8res d’\u00e9valuation ?<\/h2>\n

Au-del\u00e0 des enjeux financiers (co\u00fbts directs et indirects associ\u00e9s aux cycles des activit\u00e9s), il s\u2019agit de mieux appr\u00e9hender les processus de d\u00e9cision associ\u00e9s \u00e0 un type d\u2019investissement difficilement cernable par les outils classiques d\u2019aide \u00e0 la d\u00e9cision. En effet, comme l\u2019ont soulign\u00e9 de nombreux travaux<\/a>, l\u2019\u00e9valuation d\u2019un projet d\u2019investissement environnemental est complexe du fait des relations indirectes et non mesurables entre ce type d\u2019investissement et la performance \u00e9conomique, strat\u00e9gique et financi\u00e8re.<\/p>\n

Plusieurs recherches proposent ainsi une approche multicrit\u00e8re qui mesure notamment l\u2019impact de ces investissements en termes d\u2019image (comportement \u00e9thique, transparence), de relation avec les parties prenantes (dialogue, communication, engagements soci\u00e9taux), d\u2019anticipation de contraintes r\u00e9glementaires (principe de l\u00e9galit\u00e9 et des normes internationales de comportement), d\u2019opportunit\u00e9s commerciales futures. De nombreux auteurs ont ainsi cherch\u00e9 \u00e0 mesurer l\u2019impact des investissements environnementaux sur la comp\u00e9titivit\u00e9 des organisations<\/a> (d\u00e9veloppement durable et cr\u00e9ation de valeur).<\/p>\n

Quelle motivations ?<\/h2>\n

Cependant, au-del\u00e0 de la mesure ex post de la performance d\u2019un investissement environnemental, l\u2019enjeu se situe aussi ex ante dans la capacit\u00e9 des acteurs \u00e0 prendre ce type de d\u00e9cision dans le jeu organisationnel existant<\/a> et \u00e0 le justifier tant en interne qu\u2019en externe . La question du ou des processus de d\u00e9cision et de leur optimisation dans le cas d\u2019un investissement environnemental se pose d\u2019autant plus que l\u2019attitude a priori des entreprises face \u00e0 l\u2019environnement n\u2019est pas homog\u00e8ne. Ainsi, Louppe et Rocaboy (1994) identifient cinq attitudes (postures) types<\/a> : hostile (n\u00e9gation des probl\u00e8mes environnementaux), d\u00e9fensive (reconnaissance de pressions\/menaces environnementales), bienveillante (acceptation des revendications environnementales), coop\u00e9ratrice (volont\u00e9 de s\u2019impliquer dans la ma\u00eetrise des impacts environnementaux) et enfin int\u00e9gratrice (transformation de la donne environnementale en avantage concurrentiel : innovation, \u00e9conomies de co\u00fbts, diff\u00e9renciation).<\/p>\n

Au-del\u00e0 de la posture a priori des organisations, il a \u00e9t\u00e9 montr\u00e9 que la d\u00e9cision de r\u00e9aliser un investissement environnemental s\u2019explique en partie par une diversit\u00e9 de motivations (\u00e9conomiques, \u00e9cologiques, \u00e9thiques, strat\u00e9giques et soci\u00e9tales) qui rendent d\u2019autant plus complexes les processus de d\u00e9cision (Bansal et Roth, 2000). De m\u00eame, les recherches sur les freins et blocages de la d\u00e9cision d\u2019investir dans l\u2019environnement mettent en exergue des difficult\u00e9s li\u00e9es au manque d\u2019information, \u00e0 l\u2019existence de r\u00e9sistances aux changements organisationnels et \u00e0 la trop grande diversit\u00e9 des solutions techniques qui engendre parfois une forme d\u2019immobilisme.<\/p>\n

Guillaume Schier<\/a><\/p>\n

R\u00e9f\u00e9rences
\n<\/strong>Bansal, P. et Roth, K. (2000), \u00ab Why companies go green : A model of ecological responsiveness \u00bb, Academy of Management Review<\/em>, Vol.43, N\u00b0 4, pp. 717-736.
\nBrowaeys L. (2020), L\u2019entreprise responsable et vivant<\/em>e, Terre Vivante Editions.
\nCapron M., Quairel-Lanoizelee F. (2016), 3\u00e8me \u00e9dition, La D\u00e9couverte.
\nL\u00e9pineux F. et al. (2016), La RSE – La responsabilit\u00e9 sociale des entreprise<\/em>s – 2e \u00e9d. – Th\u00e9ories et pratiques: Th\u00e9ories et pratiques, 2016\/
\nLouppe, A. et Rocaboy, A. (1994), \u00ab Consum\u00e9risme vert et d\u00e9marche marketing \u00bb, Revue Fran\u00e7aise de Gestion<\/em>, N\u00b0 98, Mars-Avril-Mai, 1994, pp. 36-46.<\/p>\n","protected":false},"excerpt":{"rendered":"

Face \u00e0 la mont\u00e9e des pressions environnementales et \u00e0 l\u2019institutionnalisation du concept d\u2019entreprise responsable (Browaeys L., 2020 ; L\u00e9pineux et al., 2016 ; Capron et Quairel-Lanoizelee, 2016), la compr\u00e9hension des processus de d\u00e9cision relatifs \u00e0 la mise en \u0153uvre des investissements environnementaux devient un enjeu essentiel pour les organisations elles-m\u00eames, afin de les aider \u00e0 … <\/p>\n","protected":false},"author":1,"featured_media":1155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[10],"tags":[41,52],"class_list":["post-1114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-economie","tag-lettre4"],"yoast_head":"\nProcessus de d\u00e9cisions et investissements environnementaux -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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