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La valorisation du label Fairtrade autour d’un business model durable grâce à la réalité virtuelle : une application au cacao sur le marché du commerce équitable

Author

Listed:
  • Mantiaba Coulibaly-Ballet

    (GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

  • Nathalie Maumon

    (LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

  • Didier Bédé

    (LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

The Fairtrade label is one of the most recognized labels on the fair-trade market. Faced with the multiplicity of labels on this market and the doubts that exist in the minds of consumers about the credibility of labels, our research aims to define an organizational structure, the business model for sustainability, to strengthen the credibility of the Fairtrade label. With a view to creating value for all stakeholders, our work questions the mobilization of a virtual reality tool to create an experience that would improve the perception of the Fairtrade label in the eyes of the consumer. We present our research program that aims to strengthen the credibility of this label in the eyes of the consumer through the use of virtual reality in partnership with the various stakeholders.

Suggested Citation

  • Mantiaba Coulibaly-Ballet & Nathalie Maumon & Didier Bédé, 2023. "La valorisation du label Fairtrade autour d’un business model durable grâce à la réalité virtuelle : une application au cacao sur le marché du commerce équitable," Post-Print hal-04214336, HAL.
    • Handle: RePEc:hal:journl:hal-04214336
    as

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