Diagnostiquer la proximité perçue en vente directe de produits alimentaires
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.
|Date of creation:||18 Apr 2013|
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- Marc Filser & Eric Vernette, 2010. "La proximité est-elle seulement une nouvelle mode du marketing?," Post-Print halshs-01288248, HAL.
- 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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