Assessing the perceived proximity in direct selling of food products

Diagnostiquer la proximité perçue en vente directe de produits alimentaires

Catherine Hérault-Fournier (), Aurélie Merle () and Anne-Hélène Prigent-Simonin ()
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Catherine Hérault-Fournier: Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, LUNAM Université [Nantes Angers Le Mans]
Aurélie Merle: EESC-GEM Grenoble Ecole de Management
Anne-Hélène Prigent-Simonin: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets- we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.

Keywords: lien; producteur-consommateur (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2014, 73, pp.89-108

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02629995

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