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Consommer des produits alimentaires locaux : comment et pourquoi ?

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Author Info

  • Aurelie Merle

    () (MKT - Marketing - Grenoble École de Management (GEM), ICC - Institut du Capital Client - Grenoble École de Management (GEM))

  • Piotrowski Mathilde

    () (CoActis - Université Jean Monnet - Saint-Etienne : EA4161)

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    Abstract

    Cet article apporte un éclairage sur la consommation alimentaire de produits locaux, qui serait privilégiée par 83% des français en 2010. Après avoir défini le concept, la perspective consommateur et les stratégies développées pour se positionner sur ce marché sont abordées autour de quatre motivations : la réduction des risques sanitaires, la redécouverte des saveurs, la volonté de consommer responsable et la recherche de lien social. L'analyse s'appuie notamment sur une étude qualitative menée auprès de 52 acheteurs de produits locaux dans différents circuits. Au final, l'accent est mis sur trois enseignements managériaux clés.

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    File URL: http://hal.grenoble-em.com/docs/00/60/78/40/PDF/DMA_2010_36B_WP_BASEV3.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Working Papers with number hal-00607840.

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    Date of creation: 11 Jul 2011
    Date of revision:
    Handle: RePEc:hal:wpaper:hal-00607840

    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00607840
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: Consommation alimentaire locale; produits locaux; circuits courts; marketing agroalimentaire; lien producteur-consommateur;

    This paper has been announced in the following NEP Reports:

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