Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire

Magali Muraro () and Karine Cissé -Depardon ()
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Magali Muraro: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Karine Cissé -Depardon: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: Consumers are regularly confronted with the revelation of new health risks, especially in the food sector (mad cow disease, listeria, meat with hormones, hydrogenated oils, nanoparticles). Such events can disrupt, sometimes permanently, the consumer patterns : disoriented, the consumer no longer knows what criteria of choice to use or how to act. The objective of this paper is to contribute to a better understanding of the consumer behavior after the revelation of new health risks through the introduction of a new concept : the state of disorientation. After a literature review and a qualitative study, that introduce and define the disorientation state concept in food consumption area, a scale of measurement of the construct is proposed and validated using two quantitative studies. The analysis of the results led us to retain a two-component metric : loss of control and loss of trust.

Keywords: state of disorientation; loss of control; loss of trust; perceived health risk; health food; perte de contrôle; perte de confiance; état de désorientation; risque de santé perçu; santé alimentaire (search for similar items in EconPapers)
Date: 2015-03-27
Note: View the original document on HAL open archive server: https://hal.univ-reims.fr/hal-02587231v1
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Published in 1ère journée de recherche en marketing du Grand Est, Mar 2015, Dijon, France

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