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La méthode du marketing social appliquée à une intervention nutritionnelle en magasin

Abstract : Low-income populations are often unreceptive to public health messages that may be perceived as too complex and poorly adapted. Many nutrition interventions have been conducted, including store-based interventions, but their impact on purchase behaviors is not convincing. The use of marketing principles and techniques could be an effective strategy for developing interventions adapted to these populations.The objective of this PhD was to develop, implement and evaluate a nutrition intervention in two stores in the northern districts of Marseille (France), using a social marketing approach. For six months, a selection of inexpensive foods of good nutritional quality was promoted through shelf labeling, supported by a communication campaign and in-store promotional actions: leaflets, posters, endcap placement, tasting booth. Analysis of customer purchases showed a positive effect of the intervention on the purchases of starchy foods and fruits and vegetables. An exit survey revealed that 31% of customers had seen the intervention, and that this rate was higher at the end of the intervention. A more in-depth survey showed that customers who saw the intervention scored higher on a quiz about nutrition and had better understanding of the labeling system than did customers who had not seen the intervention.Although these results are rather encouraging, questions remain, in particular about the temporality of behavioral change, the importance of target segmentation and the consideration of irrational and unconscious behavior in social marketing.
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Submitted on : Friday, April 12, 2019 - 3:47:07 PM
Last modification on : Monday, October 19, 2020 - 10:52:44 AM


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  • HAL Id : tel-02098351, version 1


Axel Gamburzew. La méthode du marketing social appliquée à une intervention nutritionnelle en magasin. Alimentation et Nutrition. Université Paris Saclay (COmUE), 2018. Français. ⟨NNT : 2018SACLA005⟩. ⟨tel-02098351⟩



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