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

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.
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https://hal.univ-reims.fr/hal-02587231
Contributor : Magali Muraro <>
Submitted on : Friday, May 15, 2020 - 11:54:22 AM
Last modification on : Monday, June 29, 2020 - 4:22:02 PM

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Magali Muraro, Karine Cissé -Depardon. Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire. 1ère journée de recherche en marketing du Grand Est, Mar 2015, Dijon, France. ⟨hal-02587231⟩

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