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Un hypermarché qui vendrait ses propres produits éthiques. Quelles représentations pour le consommateur ?

Author

Listed:
  • L. Lessassy

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

Des enseignes de distribution commencent à présenter leurs propres marques sous l'angle éthique : des produits qui revendiquent un bilan écologique favorable et des valeurs diverses. Ce papier s'intéresse à la perception qu'en ont les consommateurs qui font leurs courses en hypermarché. Des analyses d'entretiens de consommateurs permettent d'explorer des pistes sur différents segments à intérêts divergents, à base de carrés sémiotiques. Les significations d'attributs de confiance des produits MDD éthiques en relation avec les types d'attentes générales en hypermarché sont mises en évidence.

Suggested Citation

  • L. Lessassy, 2007. "Un hypermarché qui vendrait ses propres produits éthiques. Quelles représentations pour le consommateur ?," Post-Print halshs-00158654, HAL.
    • Handle: RePEc:hal:journl:halshs-00158654
    as

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