Nutrition et santé: la communication des entreprises auprès des consommateurs

Patricia Gurviez ()
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Patricia Gurviez: GENIAL - Ingénierie, Procédés, Aliments - INRA - Institut National de la Recherche Agronomique - AgroParisTech

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Abstract: Since 2001, the National Health and Nutrition Programme (PNNS) aims to improvethe diet of the French population, by implementing both a policy of education and informationto the general public but also by interventions directly towards companies. These have evolvedtheir communication and product strategy to take account of French public policy. However,they are building their supply strategy primarily in relation to the changing demand of consu-mers. The analysis of all these movements can show contributions but also the limitations ofthe current system. A recommendation could be to rely on social marketing to increase effi-ciency through a better understanding of the determinants of the behaviour of companies andconsumers.

Keywords: PNNS; informations nutritionnellles; communication; comportement du consommateur (search for similar items in EconPapers)
Date: 2016
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Published in Cahiers de Nutrition et de Diététique, 2016, 2016 (51), pp.18-25. ⟨10.1016/j.cnd.2015.04.005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01555263

DOI: 10.1016/j.cnd.2015.04.005

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