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Diagnostiquer la proximité perçue en vente directe de produits alimentaires


  • Catherine Herault

    () (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - CIRAD - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - INRA Montpellier - Institut national de la recherche agronomique [Montpellier] - CIHEAM - Centre International des Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Aurelie Merle

    () (MKT - Marketing - Grenoble École de Management (GEM))

  • Anne-Hélène Prigent-Simonin

    () (COACTIS - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet [Saint-Étienne])


Assessing the perceived proximity in direct selling of food products In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets- we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.

Suggested Citation

  • Catherine Herault & Aurelie Merle & Anne-Hélène Prigent-Simonin, 2013. "Diagnostiquer la proximité perçue en vente directe de produits alimentaires," Working paper serie RMT - Grenoble Ecole de Management hal-00815506, HAL.
  • Handle: RePEc:hal:gemwpa:hal-00815506
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    References listed on IDEAS

    1. Marc Filser & Eric Vernette, 2010. "La proximité est-elle seulement une nouvelle mode du marketing?," Post-Print halshs-01288248, HAL.
    2. Lucy Jarosz, 2000. "Understanding agri-food networks as social relations," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 17(3), pages 279-283, September.
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