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                <forename type="first">Hussein</forename>
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                <term xml:lang="en">Perceptions</term>
                <term xml:lang="en">Visual representations</term>
                <term xml:lang="en">decarbonisation</term>
                <term xml:lang="en">change  climate communication</term>
                <term xml:lang="fr">décarbonisation</term>
                <term xml:lang="fr">représentations visuelles</term>
                <term xml:lang="fr">Perceptions</term>
                <term xml:lang="fr">changement climatique (CC) -- communication</term>
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              <p>This paper focuses on the role of visual representations of climate change (CC) and individual decarbonisation project. From this perspective, the Q-method, which is essentially based on the collage technique, is used. Our findings show that only a small percentage of consumers are actually focused on alternative imaginaries of consumption such as those related to decarbonisation. CC communication seems to activate more perceptions about the causes and consequences of CC than about specific solutions. These results are discussed in terms of marketing strategies.</p>
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              <p>Cet article s’intéresse au rôle des représentations visuelles du changement climatique (CC) et au projet de la décarbonisation individuelle. Dans cette perspective, la méthode-Q, reposant principalement sur la technique du collage, est utilisée. Nos résultats montrent que seul un faible pourcentage de consommateurs mobilisent réellement des imaginaires de consommation alternatifs comme ceux liés à la décarbonisation. La communication sur le CC tend en effet à activer des perceptions ayant davantage trait aux causes et conséquences du CC plutôt qu’aux solutions. Ces résultats sont discutés sous l’angle de stratégies marketing.</p>
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