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Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire

Author

Listed:
  • Magali Muraro

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

  • Karine Cissé -Depardon

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

Abstract

Consumers are regularly confronted with the revelation of new health risks, especially in the food sector (mad cow disease, listeria, meat with hormones, hydrogenated oils, nanoparticles). Such events can disrupt, sometimes permanently, the consumer patterns : disoriented, the consumer no longer knows what criteria of choice to use or how to act. The objective of this paper is to contribute to a better understanding of the consumer behavior after the revelation of new health risks through the introduction of a new concept : the state of disorientation. After a literature review and a qualitative study, that introduce and define the disorientation state concept in food consumption area, a scale of measurement of the construct is proposed and validated using two quantitative studies. The analysis of the results led us to retain a two-component metric : loss of control and loss of trust.

Suggested Citation

  • Magali Muraro & Karine Cissé -Depardon, 2015. "Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire," Post-Print hal-02587231, HAL.
    • Handle: RePEc:hal:journl:hal-02587231
    Note: View the original document on HAL open archive server: https://hal.univ-reims.fr/hal-02587231
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    References listed on IDEAS

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