DIACODD

The objective of this program is to observe and analyze the dyad retailers / consumers and to conceptualize and measure its influence in the development of an application for sustainable food. We are interested in the food chain and focus at the retailers that are between the producer and the consumer: Indeed, they can directly influence the consumer in the offer they develop, both for classic retailing (integration of sustainable development in their own private label brands, SEO and prioritizing product oriented sustainable development) that for specific retailers like Biocoop or activists. Their influence may extend to the tools and communication messages on sustainable development (eg, the penguin mascot of sustainable development at Monoprix) and the products they manufacture themselves (label brands). Moreover, the building of commercial centers that take into account the reduction of CO2, that incorporate green materials (solar panels ...) are all signals taking into account their environmental impact by retailers. This research will pay particular attention to general retailers (Carrefour, Casino, Leclerc, Auchan, Super U) which represent over 80% of food purchases in France as well as initiatives specialized distributors (Biocoop, Naturalia ...) and those came distributors solidarity economy (Artisans du Monde ...) or combinations activists (AMAP, associations for the maintenance of farming). Accordingly, we seek to understand the impact of sustainable development practices of the different distribution channels on consumer behavior and turn our attention to the dynamic process of co-construction of a sustainable consumer demand. Therefore we will study the dyad distributors / consumers to understand how they interact. Indeed, consumers through their purchases may also play a role as active citizens and put pressure on distributors in sustainable development. We then propose a tool for assessing sustainable development practices distributors on consumer engagement. This project will last 48 months: the first part will focus on retailing (24 months) and the second part onconsumers (24 months). In the first phase of this project, our goal is to uncover and classify integration of sustainable development into the practices of distributors. This first step will combine the literature review, field observation and interviews with the actors of the retailing (managers and employees) on the implementation of the three pillars of sustainable development (economic, social and environmental). It will lead to comparisons of the results obtained by these three methods of investigation and a typology of strategies and practices. The second stage of this project will try to understand how these strategies and practices can influence consumers specially in the development of behaviors oriented toward sustainable consumption in order to achieve the establishment of a tool.