Pourquoi consommons-nous et achetons-nous local
: cas de l'enseigne "d'ici"

Translated title of the thesis: Why do we consume and buy local: the case of “d’ici”
  • Zeina Kamoni

Student thesis: Master typesMaster in Management Professional focus in Business Analysis & Integration

Abstract

Recent health events show that local consumption is a subject that must more than ever be discussed by scientists. This thesis takes a close interest in the issue and meets two objectives. Firstly, it examines the motivations of consumers with regard to local consumption, and secondly, it sets out the elements that influence their commitment to specialist retailers of local products. An exploratory qualitative study was carried out among customers of “d'ici” a retailer of local products in Namur. The data collected enabled the presentation of proposals and the creation of a conceptual framework that can be tested in further research. In our case, we find out the motivations for local consumption are linked to the perception of functional, hedonic and symbolic issues. We have also noticed that proximity and marketing mix are decisive for consumer commitment to “d’ici”.
Date of Award23 Jun 2020
Original languageFrench
Awarding Institution
  • University of Namur
SupervisorPietro ZIDDA (Supervisor)

Keywords

  • Local consumption
  • Local food network
  • Sustainability
  • Motivation
  • Commitment

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