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Quand le marketing nutritionnel est inopérant : l’augmentation du risque nutritionnel perçu

Author

Listed:
  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

Abstract

Le marketing nutritionnel est en plein essor. Pourtant, le consommateur mangeur apparaît de plus en plus inquiet face au contenu de son assiette. Le discours marketing ne semble donc pas répondre à son besoin de réassurance. La meilleure compréhension de la perception du risque nutritionnel par le consommateur et de ses conséquences comportementales constitue un enjeu de taille pour les équipes agroalimentaires, encore peu exploré par les chercheurs. Nous nous appuyons ici sur la littérature pour éclairer le rôle central pris par le risque nutritionnel dans la consommation alimentaire, définir plus précisément le concept et expliquer pourquoi le marketing nutritionnel peine à rassurer le consommateur. Nous concluons par des pistes de recherche.

Suggested Citation

  • Marie-Eve Laporte, 2011. "Quand le marketing nutritionnel est inopérant : l’augmentation du risque nutritionnel perçu," Post-Print hal-02472054, HAL.
    • Handle: RePEc:hal:journl:hal-02472054
    as

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