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"Ô les croyants ! Remplissez fidèlement vos engagements." ... ça dépend ! Vers une religiosité situationnelle dans la consommation des musulmans de France

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  • Jamel Khenfer

    ()
    (IAE Aix-en-Provence - Institut d'Administration des Entreprises - Aix-en-Provence - Université Paul Cézanne - Aix-Marseille III, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - Université Paul Cézanne - Aix-Marseille III : EA4225)

  • Elyette Roux

    (IAE Aix-en-Provence - Institut d'Administration des Entreprises - Aix-en-Provence - Université Paul Cézanne - Aix-Marseille III, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - Université Paul Cézanne - Aix-Marseille III : EA4225)

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    Abstract

    Noël, Pâques, l'Epiphanie, la Toussaint, la Saint Nicolas, etc., le marché a depuis longtemps ajusté son offre au rythme des fêtes religieuses catholiques en France et dans bon nombre de pays occidentaux. Pourtant, l'émergence de l'islam comme deuxième religion de France soulève de nouveaux enjeux économiques (Pras et Vaudour-Lagrâce, 2007) désormais pris en compte par les entreprises - e.g., Carrefour, Casino, Doux, Nestlé, Quick et Yum!. Dès lors, se pose la question de l'importance du respect des prescriptions et des interdits religieux pour ce type consommateur, lorsqu'il est confronté à une situation d'achat. Fondamentalement inductive, cette étude repose sur une dynamique itérative d'analyse de 15 entretiens semi-directifs et d'une dizaine d'observations participantes en contexte d'achat. Le cadre théorique posé, les résultats seront ensuite discutés avant d'aboutir à la proposition du modèle de religiosité situationnelle.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/91/29/20/PDF/chapitremr_khenfer_roux_version_A_preuves_2012.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00912920.

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    Date of creation: 25 Oct 2012
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    Publication status: Published, Management et religions : Décryptage d'un lien indéfectible, EMS (Ed.), 2012, 292
    Handle: RePEc:hal:journl:halshs-00912920

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00912920
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: religion; comportement du consommateur; interdits religieux; consommation;

    References

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    1. Sabri, Ouidade & Manceau, Delphine & Pras, Bernard, 2010. "Le tabou, un concept peu exploré en marketing," Economics Papers from University Paris Dauphine 123456789/7857, Paris Dauphine University.
    2. Özlem Sandikci & Güliz Ger, 2010. "Veiling in Style: How Does a Stigmatized Practice Become Fashionable?," Journal of Consumer Research, University of Chicago Press, vol. 37(1), pages 15-36, 06.
    3. Stayman, Douglas M & Deshpande, Rohit, 1989. " Situational Ethnicity and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 361-71, December.
    4. O'Guinn, Thomas C & Belk, Russell W, 1989. " Heaven on Earth: Consumption at Heritage Village, USA," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 227-38, September.
    5. Sren Askegaard & Eric J. Arnould & Dannie Kjeldgaard, 2005. "Postassimilationist Ethnic Consumer Research: Qualifications and Extensions," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 160-170, 06.
    6. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 2(3), pages 157-64, December.
    7. Vaudour-Lagrâce, Catherine & Pras, Bernard, 2007. "Marketing et Islam : des principes forts et un environnement complexe," Economics Papers from University Paris Dauphine 123456789/845, Paris Dauphine University.
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