We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Des représentations du naturel à la naturalité marchande.
- Authors
Thevenot, Géraldine
- Abstract
Enthusiasm for everything natural is a reality in the marketplace but what exactly does it mean for a product and how can firms exploit it? In examining this concept of natural from the point of view of both the literature and social representations, our aim is to determine the dimensions of this phenomenon and to define what we understand by the concept of natural positioning. A three-pronged qualitative study shows that it can be analysed in terms of four central components -- sensory, health, ecological and temporal -- and that the process of naturalization brings together supply and demand in an approach that is ethical, thus reducing the risk of natural gloss.
- Publication
Décisions Marketing, 2014, Issue 75, p11
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.075.11.25