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Cette étude vise à explorer les paradoxes existants dans l'offre durable de produits alimentaires et, les comportements adoptés par les consommateurs percevant ces paradoxes. Le modèle théorique retenu est celui de Mick et Fournier (1998), initialement construit pour étudier les paradoxes des technologies modernes et adapté au cadre de l'Alimentation Durable. Une enquête qualitative a été menée auprès de 84 consommateurs ordinaires en France et en Italie. Puis 18 sujets participants à l'AMAP, ou à des Associations de Consommateurs, ont été interviewés. Les entretiens semi-directifs réalisés ont permis une exploration des paradoxes perçus et des stratégies de coping adoptées selon deux moments: avant l'adoption d'un choix durable et lors du choix durable (Lazarus et Folkman, 1984). Enfin nous avons essayé de dégager des caractéristiques spécifiques à l'égard des deux pays: la France et l'Italie, soit liées aux facteurs structurels (ex. marché de produits alimentaires durables) soit des éléments culturels, ainsi que par rapport aux consommateurs grâce à la proposition de profils types. Pourtant ce travail a des objectifs théoriques, c'est-à-dire de vérifier la présence de paradoxes à l'égard de l'offre alimentaire durable; puis méthodologiques en adaptant le modèle de Mick et Fournier au cadre spécifique de recherche; enfin pratiques en mettant en lumière des éléments qui freinent le développement de l'offre durable actuelle. / This study aims to explore existing paradoxes in sustainable offer of food products and consequently behaviours of consumers at the time of perceiving these paradoxes. The related theoretical model is that of Mick and Fournier (1998), built initially for studying the paradoxes of modern technologies and adapted at the case of sustainable food consumption. A qualitative survey has been conducted among 84 ordinary consumers in France and Italy. Later other 18 subjects, already involved into sustainable purchases (participants of AMAP or Associations of Consumers), have been interviewed. The semi-structured interviews have shed light on perceived paradoxes and adopted coping strategies faced with two moments: before sustainable choice and at the moment of sustainable choice (Lazarus et Folkman, 1984). Last we have achieved to distinguish specific elements attached to two contexts of research: France and Italy, such as structural factors (market of sustainable food products) and cultural ones, and after in regard with consumers by proposing some profiles-types. So that this work has three objectives: theoretical as to verify the paradoxes listed towards the offer of food sustainable products; methodological regarding the adaptation of conceptual model of Mick et Fournier (1998) to specific context of research and then practical ones in order to distinguish some elements which can affect negatively the development of sustainable current offer.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-04-25T17:15:00Z No. of bitstreams: 1 Gabrielle da Motta Varga_.pdf: 2301374 bytes, checksum: f116d643a4c013d95c4db6621d56ccf9 (MD5) / Made available in DSpace on 2016-04-25T17:15:00Z (GMT). No. of bitstreams: 1 Gabrielle da Motta Varga_.pdf: 2301374 bytes, checksum: f116d643a4c013d95c4db6621d56ccf9 (MD5) Previous issue date: 2015-03-31 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Este trabalho tem como objetivo central buscar a compreensão do surgimento de um novo consumidor. Trata-se de um consumidor responsável que atua como agente ativo, articulando recursos e discursos culturais que impactam em mudanças no mercado. A compreensão deste fenômeno foi possível através de um contexto específico, onde consumidores do Rio Grande do Sul passaram a boicotar a marca de água mineral Crystal, que faz parte do portfólio da Coca Cola. Mais do que apenas resistir, este movimento de resistência emergido da própria sociedade implicou em mudanças no mercado, tais quais adoção de um novo critério para o processo de decisão de compra de água mineral, redução do domínio da Coca Cola nos canais de distribuição e criação de novo critério de diferenciação de marca dentro do mercado. Para estudar o fenômeno é seguida uma abordagem interpretativista. A estratégia de coleta de dados adotada pelo estudo foi multimétodo, buscando reunir informações oriundas de diferentes atores com o objetivo de ganhar uma compreensão mais ampla acerca do fenômeno. Foram realizadas entrevistas com quatro públicos diferentes: consumidores, canais de venda, engarrafadora e experts. A pesquisa documental utilizou fontes como jornal impresso, dados de rede social, televisão, websites, blogs, fotografias, entre outros. Todos os dados foram reunidos e analisados através da combinação de duas técnicas: análise de conteúdo e análise de discurso. Os resultados apontam evidências do surgimento de um consumidor responsável oriundo de um movimento de resistência que teve sua origem dentro da própria sociedade, em um movimento bottom-up. Foi identificado também o importante papel da moralidade na criação de um cenário propício para o surgimento de movimentos de resistência e como instrumento fundamental dentro da argumentação do sujeito consumidor. / This study aims to comprehend the emerging of a new consumer. The consumer concerned is a responsible one that acts as an active actor, articulating cultural resources and speeches that impact and cause changes in the market. The understanding of this phenomenon was possible due to a specific context, where consumers in Rio Grande do Sul started boycotting the mineral water brand Crystal, which is part of Coca Cola’s portfolio. More than simply resist, this resistance movement emerged from the society itself led to changes in the market, such as the adoption of new criteria to the purchase decision process of mineral water, reduction of Coca Cola’s dominance in the distribution channels and the establishment of new criteria to differentiate the brands in the market. In order to study this phenomenon it was follow an interpretative approach. The data collection strategy embraced by the study was the multi-method, seeking to gather information from different actors aiming to a broader comprehension concerning the phenomenon. Interviews were conducted with four different publics: consumers, sales channels, bottler and experts. The documental research was carried out using sources such as printed newspaper, data from social network, television, websites, blogs, photographs, among others. All data was pooled and analyzed by combining two techniques: content analysis and discourse analysis. The results point to evidence of the emerging of a responsible consumer coming from a resistance movement that had its origin inside the society itself, in a bottom-up movement. It has been also identified the important role of morality in the creation of a particularly suitable scenario for the emerging of resistance movements and as a fundamental argumentation instrument by the subject consumer.

What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.

Submitted by Sandra Pereira (srpereira@ufrrj.br) on 2017-03-24T12:51:48Z No. of bitstreams: 1 2015 - Isis Leite Ferreira.pdf: 3031489 bytes, checksum: fecbfa5d860bdc4ec1dfbe07ecf912ff (MD5) / Made available in DSpace on 2017-03-24T12:51:48Z (GMT). No. of bitstreams: 1 2015 - Isis Leite Ferreira.pdf: 3031489 bytes, checksum: fecbfa5d860bdc4ec1dfbe07ecf912ff (MD5) Previous issue date: 2015-10-02 / Conselho Nacional de Desenvolvimento Cient?fico e Tecnol?gico - CNPq / The current debate about the food regimes seeks to reflect, in general, the transformation of the food system over time and space. This concept allows to place, historicizing and identify the main actors and stabilizing elements of each historical context, while allowing point periods of instability, which, in turn, drive changes towards overcoming a regime with another. Among the different approaches to the emergence of so-called 3? regime, one issue was highlighted in this research: the politicization of consumption and the emergence and expansion of alternative food networks. In this process, different types of organization, and food market are established at the same time that consumers is centrality. In Brazil, the process of formation of alternative food networks culminated in the construction of the National Network of Responsible Consumer Groups, that did emerge different paths, processes and dynamics of various groups. Among them, we analyze the case of the Rural-Urban Integration Movement ? MICC ? which since the 80s, has been articulating small farmers and working classes of consumers of S?o Paulo east zone around the marketing of organic food and non-organic, also called conventional food. The study examined the performance of the MICC from the concepts of governance, market and embeddedness. As a result pointed that MICC experience is specific because is related to the classic struggles of reducing inequality and social injustice because the emergence of the movement is closely related to the work of the Catholic Church in the context of political mobilization for land reform. However, on the initiative of another actor, the Kairos Institute, MICC expands agenda and form of action, adopting the narrative responsible consumption / O atual debate acerca dos regimes alimentares busca refletir, de maneira geral, as transforma??es do sistema agroalimentar ao longo do tempo e do espa?o. Este conceito permite situar, historicizar e identificar os principais atores e elementos estabilizadores de cada contexto hist?rico, ao mesmo tempo em que permite apontar os per?odos de instabilidade, que, por sua vez, impulsionam transforma??es em dire??o ? supera??o de um regime por outro. Dentre os diversos enfoques sobre a emerg?ncia do chamado 3? regime alimentar, uma quest?o mereceu destaque nesta pesquisa: a politiza??o do consumo e o surgimento e expans?o de redes alimentares alternativas. Neste processo, diferentes formas de organiza??o, rela??o e comercializa??o de alimentos s?o estabelecidas, ao mesmo tempo em que o consumidor ganha centralidade. No Brasil, o processo de forma??o de redes alimentares alternativas culminou na constru??o da Rede Nacional de Grupos de Consumo Respons?vel, que fez emergir diferentes trajet?rias, processos e din?micas de diversos grupos. Dentre eles, analisamos o caso do Movimento de Integra??o Campo-Cidade (MICC) que, desde a d?cada de 80, vem articulando pequenos produtores e consumidores de classes populares da Zona Leste de S?o Paulo em torno da comercializa??o de alimentos org?nicos e n?o org?nicos, chamados tamb?m de alimentos convencionais. O trabalho analisou a atua??o do MICC a partir dos conceitos de governan?a, mercado e enraizamento. Como resultado, apontou que a experi?ncia do MICC guarda especificidades por estar relacionada ?s lutas cl?ssicas de redu??o da desigualdade e da injusti?a social, pois seu surgimento est? fortemente relacionado ? atua??o da Igreja cat?lica em um contexto de mobiliza??o pol?tica pela reforma agr?ria. No entanto, a partir da iniciativa de outro ator, o Instituto Kair?s, o MICC amplia sua agenda e forma de a??o, passando a adotar a narrativa do consumo respons?vel

The aim of this thesis is to depict specifics of Corporate social responsibility in food retailing in European perspective. The empirical part provides an analysis of CSR strategies of eight major food retail chains in the Czech Republic. Responsible actions are summarized according to the level of CSR to: minimize risks, enhance business and generate innovations. Survey was conducted in order to obtain consumers' perceptions towards CSR actions in food retailing and image of analyzed retailers.

Questo studio si propone di esplorare i paradossi esistenti nell’offerta di prodotti alimentari sostenibili e, di conseguenza, i comportamenti (strategie di coping) (Lazarus e Folkman, 1984) adottati dai consumatori al momento di tale percezione. A questo scopo abbiamo adattato il modello concettuale di Mick e Fournier (1998), sviluppato inizialmente per i paradossi delle tecnologie moderne, al contesto dell’Alimentazione sostenibile. A livello metodologico, è stata realizzata un’inchiesta qualitativa presso 84 individui “ordinari” (non militanti) in Francia e Italia. In più, sono stati interrogati 18 soggetti (individui militanti) che fanno abitualmente i loro acquisti presso la rete dell’AMAP, in Francia, e dei GAS in Italia. Le interviste semi-strutturate hanno permesso di mettere in luce delle differenze tra i consumatori “ordinari” dei due Paesi da un punto di vista delle strategie di coping evocate per superare i paradossi percepiti. Così abbiamo proposto tre profili di consumatori “ordinari”. Al contrario gli individui militanti si avverano come un gruppo più omogeneo tra i due contesti d’indagine, sia a livello di percezione di paradossi sia nell’adozione di pratiche sostenibili. La ricerca ha, altresì, evidenziato delle caratteristiche più specifiche alle due nazioni, per esempio a livello della struttura di mercato, della comunicazione sui prodotti sostenibili, nonché nell’ottica delle caratteristiche socioculturali. Pertanto questo studio ha avuto tre obiettivi: teorico al fine di verificare i paradossi elencati e le strategie di coping adottate dai consumatori francesi e italiani; metodologico adattando gli “ingranaggi” del modello concettuale di Mick e Fournier (1998) al contesto specifico di ricerca; e poi pratici allo scopo di distinguere degli elementi frenanti la diffusione dell’offerta sostenibile e altri che possano favorire lo sviluppo di un consumo sostenibile in ciascun Paese, come attraverso un’offerta più mirata agli aspetti ambientali in Francia ("filière nord/nord" di agricoltori francesi equo-solidali, biologici e locali) e delle produzioni più legate agli aspetti etici in Italia (ex. prodotti di economie solidali). / This study aims to explore existing paradoxes in the offer of food sustainable products and consequently consumers’ behaviours (coping strategies) (Lazarus and Folkman, 1984) at the time of this perception. For this purpose, the theoretical model of Mick and Fournier (1998), built initially for studying the paradoxes of modern technologies, were adapted to sustainable food consumption. At methodological level, a qualitative survey was conducted among 84 “ordinary” consumers in France and Italy. Later other 18 subjects, usually involved into sustainable purchases (participants of AMAP, GAS), were interviewed. The semi-structured interviews shed light on some differences between “ordinary” consumers of the two countries when they adopted coping strategies to go beyond perceived paradoxes. Thus we proposed three ordinary consumers’ profiles. On the contrary engaged individuals are like a more homogeny group going over national boundaries. They agree with paradoxes and sustainable practices. In addition, the research pointed out some divergent aspects connected with specific context, for instance market of sustainable food products, communication over this offer and social cultural characteristics. Finally, this work had three objectives: theoretical to verify the paradoxes listed and evocated consumers’ strategies by French and Italian consumers; methodological regarding the adaptation of the conceptual model “gears” of Mick et Fournier (1998) to the context of sustainable consumption; and then practical ones such as identification of barriers for developing sustainable consumption and specific possible ways of growth: more attention to environmental aspects in France (“filière nord/nord” of organic, fairly, local French peasants) and ethics products in Italy (products issued from social economies).