Consumer Culture Theory, often abbreviated as CCT, is an interdisciplinary research field that focuses on the study of consumers and their behavior. According to Nil Ozçaglar-Toulouse and Bernard Cova, French research in this area reveals remarkable vitality and originality within the academic community. This field of research does not simply develop in isolation, but also influences other areas of marketing research in France. Indeed, its impact is particularly felt in retail studies, highlighting the importance of the in-store experience and strategies for re-enchanting the customer, which have become key topics. Similarly, in the field of services marketing, the approach centered on the consumer’s subjective experience allows for a better understanding of their active role and the factors contributing to their satisfaction.