Consumers' and Professionals' Responses to Situations Raising Ethical Questions

In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company's products and the company's product information on livestock feed (GMO). This allowed us to: - study the extent of the professionals' ethical perceptions and the possible compromises between ethical values and business interests in the decision-making process. - compare and contrast the ethical perceptions of consumers and professionals. In the first part we discuss the exploratory phase which enabled us to construct the scenarios. In the second part we compare the ethical value of the decisions suggested for each scenario according to consumers and professionals and the probability of adopting the various decisions according to professionals. The third part compares consumers' and professionals' responses on the matching of each decision to consumer expectations and on the decision which would appear to them to be ideal. If there is a convergence between consumers and professionals in relation to the ethical classification of the various decisions, we can note, however, that consumers' expectations with regard to ethics are little understood by professionals. This study leads to a better understanding of the significance of considerations of an ethical nature in consumer perceptions and allows them to be compared and contrasted with the ethical judgments of professionals. It gives professionals a better insight into consumer expectations on sensitive issues and highlights certain differences between consumer expectations and managers' suggestions.Food, ethics, consumer expectations, GMO, Institutional and Behavioral Economics,

Consumers’ and Professionals’ Responses to Situations Raising Ethical Questions

In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company’s products and the company’s product information on livestock feed (GMO, genetically modified organisms). This allowed us to: - study the extent of the professionals’ ethical perceptions and the possible compromises between ethical values and business interests in the decision-making process. - compare and contrast the ethical perceptions of consumers and professionals. In the first part we discuss the exploratory phase which enabled us to construct the scenarios. In the second part we compare the ethical value of the decisions suggested for each scenario according to consumers and professionals and the probability of adopting the various decisions according to professionals. The third part compares consumers’ and professionals’ responses on the matching of each decision to consumer expectations and on the decision which would appear to them to be ideal. If there is a convergence between consumers and professionals in relation to the ethical classification of the various decisions, we can note, however, that consumers’ expectations with regard to ethics are little understood by professionals. This study leads to a better understanding of the significance of considerations of an ethical nature in consumer perceptions and allows them to be compared and contrasted with the ethical judgments of professionals. It gives professionals a better insight into consumer expectations on sensitive issues and highlights certain differences between consumer expectations and managers’ suggestions.Food, ethics, consumer expectations, GMO

Le rôle de l’orientation régulatrice chronique sur les représentations du lien santé-alimentation et les comportements alimentaires: une étude exploratoire

International audienceL’objectif de cette recherche exploratoire est de mettre au jour l’influence de l’orientation régulatrice chronique sur les représentations du lien santé/alimentation et les stratégies de consommation alimentaire. Aujourd’hui, le consommateur fait un lien très fort entre la recherche de santé et son alimentation, est soumis à de nombreux messages nutritionnels, doit faire face périodiquement à des crises alimentaires qui peuvent remettre en cause ses habitudes, bien qu’il attache une grande importance au goût des aliments. Nos résultats montrent que l’orientation régulatrice influence les représentations et comportements alimentaires. Nous décrivons les représentations et les comportements alimentaires au sein des deux groupes identifiés, l’un constitué d’individus orientés prévention et l’autre de consommateurs orientés promotion

Régimes alimentaires sélectifs : n’est-ce que du marketing ?

Régimes alimentaires sélectifs : n’est-ce que du marketing ?. Rencontres de Santé Publique Franc

L’impact de la publicité sur les comportements alimentaires et sa régulation par l’intervention publique : une revue de la littérature

To face with diseases linked to an unbalanced diet, numerous public authorities havedeveloped programs to encourage individuals and families to change their behaviours notablyby fighting against food marketing. The objective of this article is to analyze the dyadadvertising-public interventions thanks to available reviews and articles, in order to providescientific assessments to public health decisions.Devant la montée des maladies entraînées par une consommation alimentaire déséquilibrée,les pouvoirs publics de nombreux pays ont été amenés à chercher des moyens d’inciter lesindividus et les familles à changer de comportement en luttant notamment contre les actionsdu marketing alimentaire. L’objectif de cet article est d’analyser la dyade publicitéalimentaire-interventions publiques en nous appuyant sur une revue de la littérature extensive,afin de fournir des fondements scientifiques à la décision publique en matière de santé

Apports du marketing social pour les campagnes de prévention nutritionnelle

Apports du marketing social pour les campagnes de prévention nutritionnell

Le marketing pour changer les comportements alimentaires…en mieux !

National audienc

BIBLIOGRAPHIE: Alimentations contemporaines

International audienc

Agir sur les comportements nutritionnels: Réglementation, marketing et influence des communications de santé

Agir sur les comportements nutritionnels. Réglementation, marketing et influence des communications de sant

Nutrition et santé : la communication des entreprises auprès des consommateurs

Since 2001, the National Health and Nutrition Programme (PNNS) aims to improvethe diet of the French population, by implementing both a policy of education and informationto the general public but also by interventions directly towards companies. These have evolvedtheir communication and product strategy to take account of French public policy. However,they are building their supply strategy primarily in relation to the changing demand of consu-mers. The analysis of all these movements can show contributions but also the limitations ofthe current system. A recommendation could be to rely on social marketing to increase effi-ciency through a better understanding of the determinants of the behaviour of companies andconsumers.Depuis 2001, le Programme national nutrition santé (PNNS) a pour objectifl’amélioration de l’alimentation de la population franc¸aise, en mettant en oeuvre à la fois unepolitique d’éducation et d’information auprès du grand public, mais aussi des interventionsou des incitations directement à l’égard des entreprises. Ces dernières ont fait évoluer leurcommunication et leur stratégie de produits pour tenir compte de cette politique publique.Cependant, elles bâtissent leur stratégie d’offre avant tout par rapport à l’évolution de lademande. L’analyse de ces mouvements permet de pointer les apports mais aussi les limites dudispositif actuel. Une recommandation pourrait être de s’appuyer sur le marketing social pourgagner en efficacité par une meilleure compréhension des déterminants des comportementsdes entreprises et des consommateurs