Abstract
With the growing industry of ethics consumption and environmental friendly products, the marketing industry has radically changed its traditional system of approaching their consumers. Indeed their marketing strategies are much more customer driven as the "authority of consumer" plays nowadays a major role in our post modern society. In fact, the role of the consumer has been profoundly modified over the last years shifting from isolated to connected, from unaware to informed, from passive to active. Thus firms have to consider this new alleged authority from the consumer described as "consumer empowerment", and thereby to adapt their strategy accordingly. But what do we understand exactly by the concept of customer empowerment and how can we explain this new emerging shift in the consumer behaviour? Finally what are the effects of this consumer empowerment both on the marketing strategies followed by the firms and on the decision-making of the consumers?
