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Naturality of the packaging as a predictor of trust toward the food
[La naturalité du packaging comme vecteur de réassurance dans l’alimentaire]

Author

Listed:
  • Anaëlle Drieu
  • Pauline de Pechpeyrou

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Armelle Glérant-Glikson

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

A l'heure des crises alimentaires, le naturel est un attribut recherché par les consommateurs. Afin de comprendre comment les marques peuvent traduire cette naturalité à travers le packaging, une étude qualitative est menée auprès de 10 consommateurs, faisant apparaître quatre thèmes principaux (simplicité, matériau naturel, provenance, visibilité). Une expérimentation auprès de 189 répondants valide ensuite l'influence positive de la naturalité perçue et de l'authenticité sur la confiance envers l'aliment, débouchant sur des préconisations à destination des marques et des distributeurs.

Suggested Citation

  • Anaëlle Drieu & Pauline de Pechpeyrou & Armelle Glérant-Glikson, 2018. "Naturality of the packaging as a predictor of trust toward the food [La naturalité du packaging comme vecteur de réassurance dans l’alimentaire]," Post-Print hal-01889652, HAL.
    • Handle: RePEc:hal:journl:hal-01889652
    as

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