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Des représentations du naturel à la naturalité marchande

Author

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  • Géraldine Thévenot

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'engouement pour le naturel est réel sur le marché : mais quel en est le sens pour un bien marchand et quels sont les leviers dont disposent les firmes pour l'utiliser ?Confrontant le concept de naturel à la littérature et aux représentations sociales, nous proposons de déterminer les axes de la naturalité et de caractériser ce que l'on peut entendre par l'idée de positionnement naturel. Trois études qualitatives permettent de montrer que la naturalité se décline en quatre composantes centrales – sensorielle, santé, écologique ou temporelle – et que le processus de naturalisation fait converger offre et demande vers une démarche éthique, réduisant le risque de maquillage naturel.

Suggested Citation

  • Géraldine Thévenot, 2014. "Des représentations du naturel à la naturalité marchande," Post-Print hal-01369855, HAL.
    • Handle: RePEc:hal:journl:hal-01369855
    DOI: 10.7193/DM.075.11.25
    as

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