Quels sont les facteurs favorisant l'engagement du consommateur vers les initiatives de circuits courts alimentaires ?

Abstract

The world is constantly adapting and our way of consuming is changing. Our environment has become globalized over the last two centuries. Food production is mainly carried out using techniques that do not respect biodiversity and the health of the population, all managed by multinational companies. Indeed, we know less and less about the components of our plates. This leads to a loss of quality and confidence when buying food.

Faced with these observations, some actors are becoming more and more aware that we must change our way of consuming and farming. Therefore, in recent years, some have decided to create alternative production methods and sell their products through a more direct marketing channel. By reducing intermediaries, these initiatives allow for greater transparency in both food and economic terms. Social and territorial ties are thus reconsidered. And above all, the added value goes directly to producers or farmers and no longer to large companies.

It is in this context that this research is part of. It aims to understand why the current food market is not optimal and whether the theory of Market Failure can be fully validated by showing the interest of these short food supply chains initiatives. After further defining the concept of short food supply chains, we will show that they are the obstacles that exist for the population to embark on this food transition. We will discover what key factors need to be strengthened to encourage consumers to use these initiatives.

Then, through a survey and observations over a month, this study aims to understand by which factors to engage the consumer in these short foods supply chains initiatives? What is their current purchasing behavior? What are their obstacles and motivations to consume locally? What would increase confidence in the purchase transaction? What effort should be made by these alternatives to encourage the citizen? Are they legitimate and sustainable concerning marketing?