La proximité et la réduction du risque perçu dans le cas de l'achat de produits alimentaires : application au cas de l'achat de viande

Following the work that had investigated the perception of risk associated with the purchase of food (Mitchell V-W., 1999 ; Muraro-Cochart M., 2000 ; Muraro-Cochart M., 2003 ; Yeung R.M.W. et Morris J., 2001), the authors of this paper have focused on the influence of proximity (Bergadaa M. and Del Bucchia C., 2009 ; Damperat M., 2006; Hérault-Fournier C., Merle A. and Prigent-Simonin A.H., 2012 and 2014)on consumers' trust and perceived risks reduction when purchasing meat. The first section of this paper will be devoted to a literature review of health risks, trust and to the notion of proximity. The next section will present the methodology used in this research, which is based on a quantitative survey of 230 respondents aged from 18 to over 64 years old. The results of this work fully confirm the role of proximity, under almost all its forms, as an antecedent of trust and a risk reducer. The conclusion of this communication will focus on the limitations, the theoretical and managerial implications and the future lines of investigation that stem from this work.