The experiential marketing is born in 1982, with M.B. Holbrook and E. Hirschmann works. They demonstrated that in products and services choices, the playful and hedonic parts of the consumption experience are more important than the useful part. Then Holbrook developed this topic about the...

Disconfirmation is the mismatch between expected and blind evaluation of a product (Anderson, 1973). Assimilation occurs when the final evaluation of the product changes in the direction of the expectation, whereas contrast occurs when this change is opposite to the expectation. We experiment on...

Disconfirmation of expectations is the mismatch between the expected and blind evaluation of a product (Anderson, 1973). From the consumer's point of view, the hedonic evaluation of a product under full information (intrinsic and extrinsic) is considered as a measure of perceived quality....

This paper explores those dimensions of the image of a "country" and "region" of origin influencing consumers preferences. In order to take in account cultural differences, we conducted interviews with consumers and experts from two countries, France and Tunisia. Our results suggest that the...

This research builds a conceptual framework to analyze the links between promotions and food waste, based on the results of a qualitative study on 20 French consumers. More precisely, we study how promotions may increase food waste, but also how this wastage may change consumer’s perception of...

This study examines the sustainable practices adopted by private individuals. Ten households observation, twenty-two face to-face interviews and three hundreds questionnaires highlight a number of daily practices combining sustainability-oriented and individualistic motivations. Three spheres of...

This study aims to approach consumers’ behaviours towards the paradoxes of sustainable food. A qualitative research was carried out with non engaged individuals in France and Italy and, in a second step, with consumers who have already engaged in the local purchase network. Results show...

After the two studies of 1998 and 2003, the latest “EAA-LR” research, undertaken in 2010 and based on the results of 2009, is permeated by a context of recession, both economic and agricultural, and even more apparent than during the 2003 study, having particularly affected the wine growing...

This paper examines how SME managers in the agro-food sector include sustainable development into their marketing strategy. We focus on the link between sustainable development and performance, the impact of environmental factors on their practices and the limits that they perceive when trying...

This survey studies the way in which French consumers perceive fruits and vegetables, be they local, domestic or imported, resulting from conventional field or greenhouse agricultural methods, in terms of a health and hedonic, then a sustainability, point of view. The method employed, focus...