Proposition d'échelle de mesure de l'authenticité perçue d'un produit alimentaire

Abstract

L'authenticité représente un axe stratégique pour positionner son offre. Cependant le milieu professionnel et académique manque d'outils pour répondre au mieux à la quête d'authenticité. Notre article apporte une définition du concept et étudie ses facettes en partant d'une revue de la littérature et des représentations des consommateurs. Deux terrains qualitatifs ainsi que trois terrains quantitatifs permettent de construire un instrument de mesure appliqué au domaine alimentaire.

Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand

“…Hypothesis H10a is affirmed by our data. These results complete the literature on terroir store brands by highlighting that terroir store brands may create attachment to them through perceived authenticity (Camus, 2004a) and perceived value (Khan, 2010;Luarn and Lin, 2003;Lai, 2015), and that distinguishes these specific SBs from economic and standard SBs. Indeed, to our knowledge, previous works on store brands (Binniger, 2007;Belaid et al, 2016) have not demonstrated consumers' attachement to these brands.…”

“…These perceptual elements have encouraged both manufacturers and retailers to affix the term terroir to their respective offers. However, this poses a risk of instrumentalization (Camus, 2004a). Therefore, one of the elements that could capture the credibility of the terroir positioning, and in turn its positive perceptions by consumers, is the concept of perceived authenticity (Camus, 2004a).…”

“…Therefore, one of the elements that could capture the credibility of the terroir positioning, and in turn its positive perceptions by consumers, is the concept of perceived authenticity (Camus, 2004a). Camus (2004a) defines perceived authenticity as a product characteristic that attaches the product to an origin that distinguishes it from other products, that fills a gap or a dissatisfaction, and that is reinforced when the product represents part of the individual's identity. This authenticity is favored by knowledge of the origin, which can be historical, geographic, sociocultural or technical.…”

“…The perceived authenticity of the terroir SB was measured by three items inspired by the work of Camus (2004a). Three items derived from the studies of Diallo et al (2013) were used to measure the perceived value of this terroir SB.…”

Destination distinctiveness: Concept, measurement, and impact on tourist satisfaction

“…Furthermore, authenticity can be approached in several ways: objective authenticity is based on originality and the genuineness of objects and sites, as verified by experts (Kolar & Zabkar, 2010;Ram et al, 2016); constructive authenticity is determined by the tourist and is subjective, negotiable, and contextual (Ram et al, 2016); and experiential authenticity refers to the subjective tourism experience (Wang, 1999). Referring to food products, Camus (2004) proposes three main components: origin, uniqueness, and projection. An authentic product first is determined by its origin, but it also is exclusive in nature, with no possibility of imitation.…”