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Mesure des dimensions du terroir et influence sur la qualité perçue et sur les intentions du consommateur vis-à-vis du produit alimentaire et spécificités pour le produit vin

Abstract : The purpose of this research is to identify the informational contents that carry the evocation of the terroir in order to consider their effects on the perception of quality and consumer’s intentions for food products. Although regularly mobilized by the professional sector, this concept was neither consensual nor well- defined from the consumer’s point of view. The prerequisites of our research, representing a first contribution, was to specify the area, the dimensions and the product of the terroir in the food field. From then on, we constructed a psychometric scale of perceived terroirity measure. Consisting of 6 dimensions and 23 items, it allows to measure the characteristics associated with the terroir by the consumer. The second contribution of our research is to assess the effects of this global construct and of each of its dimensions on the perceived quality and on the consumer’s intentions for the food product of the terroir. The third contribution is to have been able to identify the variables moderating significant to be tested in future researches. Wine is a specific product within the French food sector but it is also the first product evocated when consumers think of local products. The fourth contribution was to replicate all the investigative work by applying it to the case of wine. In addition to a different structuring of the dimensions of perceived terroirity, the results indicate differences in terms of effects and moderating variables for wine (level of expertise, knowledge and interest in the product). Through a mixed approach with, on the one hand, semi-structured qualitative interviews with respondents belonging to all French regions, and on the other hand, two surveys in opinion of 1015 consumers in France, this research relies both on the use of innovative research tools in marketing (ADT software "Le Trameur", Macro Process of Hayes, 2013), as well as on robust tools and methods known (AFE, AFC, structural equations models). In view of the demonstrations of increased efforts intentions, monetary and behavioral, for product of terroir, the contributions of the research leads to obtain a clarified base for the actors of the food chain to guide their actions as strategic and communicational. At the same time, this almost systematic trust attributed to the terroir’s mention allows to open the debate on the security of the guarantees and the legitimacy of the commercial affirmations. Faced with the profusion of evocations and terminologies referring to infraregional territorial anchorage, it is a question of considering public policies of protection and information of the consumer to avoid the possibility of excessive use of the term "terroir".
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Submitted on : Wednesday, May 5, 2021 - 7:36:08 AM
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Pascale Ertus. Mesure des dimensions du terroir et influence sur la qualité perçue et sur les intentions du consommateur vis-à-vis du produit alimentaire et spécificités pour le produit vin. Psychologie. Université de Bretagne Sud, 2019. Français. ⟨NNT : 2019LORIS525⟩. ⟨tel-03217667⟩

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