Should local food be sold by the producer? The influence of his presence on perceived product value and intentions toward the store

Faut-il faire vendre un produit local par le producteur ? L’influence de sa présence sur la valeur perçue du produit et les intentions à l’égard du lieu de vente

Aurélie Merle () and Catherine Hérault-Fournier ()
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Aurélie Merle: EESC-GEM Grenoble Ecole de Management
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, UA - Université d'Angers

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Abstract: This paper aims to analyze the influence of the producer's presence on the store on consumer perceptions of the product value and intentions toward the store. Through an online experiment, we show that his presence influences the perception of healthiness and the product social value in a positive way. It also impacts loyalty and commitment intentions toward the store. Finally, the producer is perceived as being more expert than a salesperson. Results as well as implications, limits and research avenues are discussed.

Date: 2013-12-12
Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02748629v1
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Published in 7. Journées de Recherches en Sciences Sociales, Société Française d'Economie Rurale (SFER). Paris, FRA., Dec 2013, Angers, France. 19 p

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