Advanced Search
MyIDEAS: Login

A qui se fier quand les aliments font peur ? Labels, points de vente et décontamination symbolique au Vietnam

Contents:

Author Info

  • Figuié, M.
  • Mayer, J.

Abstract

We use the "symbolic contagion" concept (Rozin and Nemeroff, 1994) and its adaptation to the food modernization framework by Fischler (1994) to analyse the interactions between quality signs and points of sales -street vending, formal and informal open-air market and supermarket- in consumers trust. Our study is based on the empirical case of Hanoi consumers (Vietnam) and vegetables safety. Food safety issues and trust building process in the Vietnamese food chain have changed dramatically during the last years. Quality sign on vegetables can improve consumers trust. But this effect is limited: with or without quality sign, vegetables sold on informal markets are the less trusted ones, and the ones sold in supermarkets are the most trusted. Trust in supermarkets is not linked to consumers purchasing habits. It is partly based on a process of symbolic de-contagion. This is linked to their ability, in a communist country, to symbolize modernity and access to mass consumption after decades of food shortage and political isolation. ...French Abstract : Nous basant sur le concept de contamination symbolique de Rozin et Nemeroff (1994) et sa mobilisation dans le contexte de la modernisation de l'alimentation par Fischler (1994), nous analysons les interactions entre labels et points de vente dans la construction de la confiance des consommateurs. Nous appliquons ce cadre d'analyse aux consommateurs de Hanoi et à la qualité sanitaire des légumes commercialisés. Ce contexte est marqué par d'importants bouleversements à la fois dans les risques sanitaires auxquels ont à faire face les consommateurs, comme dans les points d'appui dont disposent ces derniers pour faire leur choix. Nous montrons que si le label de qualité mis en place pour garantir la qualité sanitaire des légumes permet de renforcer la confiance des consommateurs, cet effet est cependant d'intensité limitée et variable selon les contextes. En particulier, il ne permet pas de modifier la hiérarchie des lieux de confiance. Avec ou sans signes de qualité, les légumes vendus en supermarchés bénéficient de la confiance maximale, ceux vendus sur les marchés informels de la confiance minimale. Cette confiance dans les supermarchés est indépendante de l'expérience des consommateurs. Elle est en grande partie explicable par le pouvoir de décontamination symbolique dont ils jouissent. Ce pouvoir est lié à l'image dont bénéficient les supermarchés, à la fois symbole de la modernisation de ce pays communiste, et de l'accès à la société de consommation mondiale après des décennies de pénurie et d'isolement.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://www1.montpellier.inra.fr/bartoli/moisa/bartoli/download/moisa2010_pdf/WP_4_2010.pdf
Download Restriction: no

Bibliographic Info

Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, IRD - Montpellier, France in its series Working Papers MOISA with number 201004.

as in new window
Length:
Date of creation: 2010
Date of revision:
Handle: RePEc:umr:wpaper:201004

Contact details of provider:
Postal: 2 Place Viala, 34060 Montpellier Cedex 2
Phone: 04.99.61.25.51
Fax: 04.67.63.54.09
Email:
Web page: http://www1.montpellier.inra.fr/moisa/
More information through EDIRC

Related research

Keywords: QUALITY SIGNS; VEGETABLES SAFETY; CONSUMER BEHAVIOUR; POINTS OF SALES; TRUST; LABEL DE QUALITE; QUALITE SANITAIRE DES LEGUMES; COMPORTEMENT DU CONSOMMATEUR; POINTS DE VENTE; CONFIANCE; VIETNAM;

Find related papers by JEL classification:

This paper has been announced in the following NEP Reports:

References

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  1. Thomas Reardon & C. Peter Timmer & Christopher B. Barrett & Julio Berdegué, 2003. "The Rise of Supermarkets in Africa, Asia, and Latin America," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(5), pages 1140-1146.
Full references (including those not matched with items on IDEAS)

Citations

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:umr:wpaper:201004. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Isabelle Perez).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.