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Consumer Perception of Vegetables Resulting From Conventional Field or Greenhouse Agricultural Methods

Listed author(s):
  • Sirieix, L.
  • Salançon, A.
  • Rodriguez, C.

This survey studies the way in which French consumers perceive fruits and vegetables, be they local, domestic or imported, resulting from conventional field or greenhouse agricultural methods, in terms of a health and hedonic, then a sustainability, point of view. The method employed, focus groups with individual questionnaires and the use of real-to-life scenarios, allows to get findings concerning the knowledge of the various cultivation methods, attitudes concerning these various methods, the role of information, to expose three representational profiles and, the results of the producer scenario, distributor scenario and consumer scenario study. On a general level, this study brings to light the negative image associated with greenhouse growers but consumer perception varies according to the representational profiles (Traditionalists, Spendthrifts and Responsible). ...French Abstract : Cette étude s'intéresse à la façon dont les consommateurs français perçoivent les fruits et légumes, locaux, nationaux ou importés, issus de l'agriculture conventionnelle ou de production sous serre, du point de vue de la santé, des aspects hédoniques et de la durabilité. Des focus groups complétés par des questionnaires individuels et par une étude de scénarios ont permis de mettre en évidence les niveaux de connaissance et les attitudes concernant les différentes méthodes de production, le rôle de l'information, de présenter trois profils de représentation et les réponses des consommateurs face aux scénarios producteur, distributeur et consommateur. De façon générale, cette étude montre que l'image associée à la production sous serre est négative, mais les perceptions varient selon les profils de représentations (Traditionalistes, Economes, Responsables).

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Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro - Montpellier, France in its series Working Papers MOISA with number 200807.

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Date of creation: 2008
Handle: RePEc:umr:wpaper:200807
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  1. Kim Darby & Marvin T. Batte & Stan Ernst & Brian Roe, 2008. "Decomposing Local: A Conjoint Analysis of Locally Produced Foods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 476-486.
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