La recette gagnante de la naturalité perçue: Nutri- Score C, ingrédients bruts et origine France. Expérience de choix discrets appliquée à la madeleine

Fayrouz Akrim (), Camille Chédotal (), Elina Chiesa () and Camille Renaud ()
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Fayrouz Akrim: UBO EPE - Université de Brest, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Camille Chédotal: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Elina Chiesa: ADRIA Développement
Camille Renaud: ADRIA Développement

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Abstract: Perceived naturalness is not limited to the composition of food products but encompasses multiple dimensions, as consumers seek consistency across the entire production chain. In this context, agri-food actors aiming to improve their offerings in terms of naturalness are faced with trade-offs. This raises the following question: which attributes are the most determinant of perceived naturalness? The literature identifies a wide range of attributes influencing this perception, yet does not provide a clear prioritization. This research combines a qualitative study to identify the most frequently cited attributes by consumers, and a discrete choice experiment (DCE) to estimate their relative importance. The results show that the perceived naturalness of a madeleine primarily relies on three attributes: Nutri-Score, the presence of raw ingredients, and the origin of ingredients. More specifically, a madeleine is perceived as more natural when it has a Nutri-Score C, is locally produced, and contains simple ingredients. These findings provide insights for decision-making in product formulation and communication strategies in the agri-food sector.

Keywords: Perceived naturalness; naturalness attributes; discrete choice experiment (DCE); food products. (search for similar items in EconPapers)
Date: 2026
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Published in 42ème congrès international de l'Association Française de Marketing, AFM, 2026, Angers (FR), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05634839

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