Certaines échelles de mesure de l'implication durable du consommateur vis-à-vis d'une classe de produit incluent les deux composantes du risque perçu. L'objet de cet article est de démontrer qu 'une telle inclusion n'est ni conceptuellement ni empiriquement fondée : l'implication durable et le risque perçu n'ont en commun que la gravité perçue d'un mauvais choix, ont des conséquences différentes sur le comportement régulier du consommateur, et donc sur sa réceptivité aux programmes marketing. Des conséquences significatives de l'implication durable ne sont pas prédites par le risque perçu, et notamment la composante incertitude. C'est ce qui apparaît dans plusieurs études, et notamment dans trois études utilisant, sur de petits échantillons, une mesure d'implication durable «Pertinence Intérêt-Attirance», en cours de validation par l'auteur.
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