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Proximity and the reduction of perceived risk when purchasing vegetables : from theoretical interest to the proposal of a new dimension of proximity

Author

Listed:
  • Denis Bories

    (UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse)

  • Paul-Emmanuel Pichon

    (CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Christian Laborde

    (CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

Following the work that had investigated the perception of risk associated with the purchase of food 1 , the authors of this paper have focused on the perception of risk within the frame of the purchase of food products, as well as on the risk reducers used by consumers to reassure themselves regarding their choices. This paper aims to investigate the influence of proximity as a risk reducer when purchasing vegetables. The first section of this paper will be devoted to a literature review of health risks and to the notion of proximity. The next section will present the methodology used in this research, which is based on a qualitative survey of 168 respondents aged from 18 to over 64 years old 3. First of all, the results of this work fully confirm the role of proximity, under almost all its forms, as a risk reducer. Then,, they highlight another dimension of proximity, known as "psychosensorial proximity". These results will allow the creation of a measurement scale to determine proximity, including psychosensorial proximity. The objective is to test the scale in some further and upcoming work. Before concluding on the theoretical and managerial implications that stem from this work , limitations and future lines of investigation will be exposed.

Suggested Citation

  • Denis Bories & Paul-Emmanuel Pichon & Christian Laborde, 2015. "Proximity and the reduction of perceived risk when purchasing vegetables : from theoretical interest to the proposal of a new dimension of proximity," Post-Print hal-04170009, HAL.
    • Handle: RePEc:hal:journl:hal-04170009
    Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04170009
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    References listed on IDEAS

    as
    1. Maud Dampérat, 2006. "Vers un renforcement de la proximité des relations client," Post-Print halshs-01926635, HAL.
    2. Catherine Hérault-Fournier & Aurélie Merle & Anne-Hélène Prigent-Simonin, 2012. "Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?," Grenoble Ecole de Management (Post-Print) hal-02392454, HAL.
    3. repec:dau:papers:123456789/1607 is not listed on IDEAS
    4. Catherine Hérault-Fournier & Aurélie Merle & Anne-Hélène Prigent-Simonin, 2014. "Diagnostiquer la proximité perçue en vente directe de produits alimentaires," Grenoble Ecole de Management (Post-Print) hal-02392499, HAL.
    5. Dowling, Grahame R & Staelin, Richard, 1994. "A Model of Perceived Risk and Intended Risk-Handling Activity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 119-134, June.
    6. Catherine Hérault-Fournier & Aurélie Merle & Anne-Hélène Prigent-Simonin, 2014. "Diagnostiquer la proximité perçue en vente directe de produits alimentaires," Post-Print hal-02392499, HAL.
    7. P. Volle, 1995. "Le concept de risque perçu en psychologie du consommateur : Antécédents et statut théorique," Post-Print hal-02016754, HAL.
    8. Andre Torre & Alain Rallet, 2005. "Proximity and Localization," Regional Studies, Taylor & Francis Journals, vol. 39(1), pages 47-59.
    9. Catherine Hérault-Fournier & Aurélie Merle & Anne-Hélène Prigent-Simonin, 2012. "Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?," Post-Print hal-02392454, HAL.
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