Proximity and the reduction of perceived risk when purchasing vegetables: from theoretical interest to the proposal of a new dimension of proximity

Denis Bories, Paul-Emmanuel Pichon () and Christian Laborde
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Denis Bories: UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse
Paul-Emmanuel Pichon: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique
Christian Laborde: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Following the work that had investigated the perception of risk associated with the purchase of food 1 , the authors of this paper have focused on the perception of risk within the frame of the purchase of food products, as well as on the risk reducers used by consumers to reassure themselves regarding their choices. This paper aims to investigate the influence of proximity as a risk reducer when purchasing vegetables. The first section of this paper will be devoted to a literature review of health risks and to the notion of proximity. The next section will present the methodology used in this research, which is based on a qualitative survey of 168 respondents aged from 18 to over 64 years old 3. First of all, the results of this work fully confirm the role of proximity, under almost all its forms, as a risk reducer. Then,, they highlight another dimension of proximity, known as "psychosensorial proximity". These results will allow the creation of a measurement scale to determine proximity, including psychosensorial proximity. The objective is to test the scale in some further and upcoming work. Before concluding on the theoretical and managerial implications that stem from this work , limitations and future lines of investigation will be exposed.

Keywords: consumer behavior risk risk reducers proximity; consumer behavior; risk; risk reducers; proximity (search for similar items in EconPapers)
Date: 2015
Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04170009
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Published in 14th International Marketing Trends Conference, ESCP, 2015, PARIS, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04170009

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