9X33P28G

3279

13 avril 2021 09:37

13 avril 2021 09:37

Current environmental challenges such as global warming, climate change and the loss of biodiversity and natural resources are in one way or another linked to humans’ behaviour. Unsustainable production and consumption could explain most of these challenges. This situation encouraged more consumers to be interested in organic food as one way to show their commitment to a more sustainable food behaviour. Consequently, the organic food market has been expanding recently. Notwithstanding, research shows that consumers often express great positive intentions towards organic food, though their actual buying behaviour falls short to these intentions. This is defined as the intention-behaviour gap. Understanding consumers’ attitudes, emotions, perceptions and expectations is highly important and required in the relentless efforts to narrow this gap. Therefore, this doctoral research aimed to (i) develop an innovative method in sensory test to detect implicit food-elicited emotions, (ii) define the best method among different methods to understand the consumers’ emotion attitudes towards organic and conventional food and (iii) investigate consumers’ perception of the effect of organic food consumption and, more importantly, the intention-behaviour gap in their organic consumption on their subjective wellbeing covering emotional, physical, social and intellectual dimensions. To the best of our knowledge, most of the tackled issues in this work have not been addressed in previous research. The present study applied mainly two methods: self-reported questionnaires and sensory tests under informed and uninformed conditions employing implicit and explicit measure. This study resulted into important outcomes (i) people use light and dark colours to reveal their positive and negative emotions, (ii) the developed colour scale is a new non-intrusive method that can detect implicit food elicited emotions in sensory evaluation, (iii) consumers changed their attitudes among the different applied methods and (iiii) consumers believed in the positive effect of organic food consumption on their subjective wellbeing, however, they perceived no negative effect for the intention-behaviour gap on their wellbeing. An important implication of this study is to boost organic food behaviour by understanding consumers’ emotions, emphasizing the positive impact of the organic consumption on subjective wellbeing and being aware of how consumers perceive the effect of intention-behaviour gap on their wellbeing. Besides, the results would impact positively organic food marketing and enhance the promotion of organic food behaviour.

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• AB - Spécifique
• buying behavior
• FREDO alimentation humaine
• GEO Allemagne
• consommateur
• sociologie

2021

1 janvier 2021