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Innover dans le secteur traditionnel : l’importance de l’authenticité et de la typicalité perçues

Author

Listed:
  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Caroline Lancelot Miltgen

    (Audencia Recherche - Audencia Business School)

  • Sandra Camus

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

Abstract

This article deals with consumers' perceptions of innovative traditional products. Using food products, it studies how innovation (on flavour or packaging, incremental or radical) on traditional products influences two main variables of the consumers' decision process: the perceived authenticity and typicality. After a literature review, we set up an experiment with 383 participants to test the effect of both the food product flavour and its packaging. The results confirm the holistic judgment for typicality and the highest perceived typicality of the flavor / packaging incremental combination. The results also show that incremental packaging innovation positively influences the origin dimension of authenticity. In addition, radical flavor innovation positively influences the singularity dimension of authenticity. Finally, we identify a positive relationship between typicality, the projection and singularity dimensions of authenticity and product attitude.

Suggested Citation

  • Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen & Sandra Camus, 2015. "Innover dans le secteur traditionnel : l’importance de l’authenticité et de la typicalité perçues," Post-Print hal-01134175, HAL.
    • Handle: RePEc:hal:journl:hal-01134175
    DOI: 10.7193/DM.077.63.84
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    Cited by:

    1. Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.

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