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Multi-labellisation socio-environnementale et consentement à payer du consommateur

Author

Listed:
  • Ivan Dufeu

    (ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique)

  • Jean-Marc Ferrandi
  • Patrick Gabriel
  • Marine Le Gall-Ely

Abstract

Dans un contexte où les logos apposés sur les emballages des produits alimentaires se multiplient, la présente recherche s'intéresse à l'influence de l'accroissement progressif du nombre de labels sur la valorisation du produit. Trois études empiriques ont permis de mesurer l'influence de l'addition des labels de qualité Agriculture Biologique, Fairtrade et Label Rouge sur le consentement à payer de 519 consommateurs français de miel. Elles mettent notamment en évidence un effet de complémentarité, dominant souvent les effets de redondance et de surcharge informationnelle. Cet effet diffère selon les caractéristiques et le nombre des labels associés et est fonction de la confiance accordée à ces labels. Les enseignements de cette recherche incitent les producteurs à associer des labels sur les emballages, lorsque ceux-ci sont concordants en termes de notoriété mais complémentaires en termes d'attributs.

Suggested Citation

  • Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Multi-labellisation socio-environnementale et consentement à payer du consommateur," Post-Print hal-02055512, HAL.
    • Handle: RePEc:hal:journl:hal-02055512
    DOI: 10.1177/0767370114527667
    as

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    Citations

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    Cited by:

    1. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The official quality signs influence on prices and volumes: the case of organic fresh eggs [L’influence du label Bio sur les prix et les ventes : Le cas des oeufs]," Post-Print hal-03079779, HAL.
    2. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The Effects of Organic Label on Marketing Performance (Prices, Sales, and Margins) [Les Effets du Label Bio sur la Performance Marketing (Prix, ventes et marges)]," Post-Print hal-03079843, HAL.
    3. Chloé Guillot-Soulez & Sébastien Soulez & Viot Catherine, 2022. "Employer label and/or regional brand: What signals should be prioritized in recruitment communications to improve organizational attractiveness? [Marca del empleador y marca regional: ¿qué señales ," Post-Print halshs-03544333, HAL.

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