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La confiance entre les partenaires de l'échange, au-delà des labels

  • Danièle Benezech

    ()

    (CREM - Centre de Recherche en Economie et Management - CNRS : UMR6211 - Université de Rennes I - Université de Caen)

La description des évolutions observées en matière d'économie agro-agri-alimentaire dans la dernière décennie conduit en général à l'identification d'un double mouvement, à savoir l'apparition progressive d'une " économie de la qualité " (Allaire et Boyer, 1995 ; Allaire, 2002) et l'émergence récente d'une consommation " engagée " défendant des valeurs éthiques, en opposition avec le fonctionnement marchand standard (Chessel et Cochoy, 2004 ; Micheletti, 2004 ; Le Velly, 2006). La vente directe et les interactions directes entre producteur et consommateur qu'elle suppose devient interprétable en terme de réseau local d'échange. Ces réseaux locaux servent d'alternative au marché et permettant un nouveau mode d'organisation des territoires et des filières ( Selfa et Qazi, 2005). Ils définissent des espaces d'échanges socio-économiques en réponse à la globalisation du capitalisme et au caractère anonyme des échanges que cette globalisation induit (Pacione, 1997). Suivant en cela l'argument de Battershill et Gilg (1998), selon lequel " there is two basic types of quality valorisation : labelling and direct selling ", il nous apparaît intéressant de revenir sur certaines des notions implicites à la théorie des conventions, en particulier celles de la confiance et de l'incertitude, pour voir dans quelle mesure la labellisation et la vente directe sont deux procédures qui s'opposent ou se complètent.

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Paper provided by HAL in its series Post-Print with number halshs-00592488.

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Date of creation: 21 Feb 2011
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Publication status: Published, Du Teikei aux AMAP. Le renouveau de la vente directe de produits fermiers locaux., Presses Universitaires de Rennes (Ed.), 2011, 303-316
Handle: RePEc:hal:journl:halshs-00592488
Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00592488/en/
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