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"Ô les croyants ! Remplissez fidèlement vos engagements." ... ça dépend ! Vers une religiosité situationnelle dans la consommation des musulmans de France

Author

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  • Jamel Khenfer

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Elyette Roux

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Noël, Pâques, l'Epiphanie, la Toussaint, la Saint Nicolas, etc., le marché a depuis longtemps ajusté son offre au rythme des fêtes religieuses catholiques en France et dans bon nombre de pays occidentaux. Pourtant, l'émergence de l'islam comme deuxième religion de France soulève de nouveaux enjeux économiques (Pras et Vaudour-Lagrâce, 2007) désormais pris en compte par les entreprises - e.g., Carrefour, Casino, Doux, Nestlé, Quick et Yum!. Dès lors, se pose la question de l'importance du respect des prescriptions et des interdits religieux pour ce type consommateur, lorsqu'il est confronté à une situation d'achat. Fondamentalement inductive, cette étude repose sur une dynamique itérative d'analyse de 15 entretiens semi-directifs et d'une dizaine d'observations participantes en contexte d'achat. Le cadre théorique posé, les résultats seront ensuite discutés avant d'aboutir à la proposition du modèle de religiosité situationnelle.

Suggested Citation

  • Jamel Khenfer & Elyette Roux, 2012. ""Ô les croyants ! Remplissez fidèlement vos engagements." ... ça dépend ! Vers une religiosité situationnelle dans la consommation des musulmans de France," Post-Print halshs-00912920, HAL.
    • Handle: RePEc:hal:journl:halshs-00912920
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00912920
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