L'ACCEPTATION DE L'INNOVATION DANS LE SECTEUR VEGETAL : UNE ETUDE QUALITATIVE EXPLORATOIRE

Abstract : The objective of this article is to analyse the perception and the acceptation of innovative products in the horticultural sector. An exploratory study carried out using a focus group leading to 40 individual interviews and 4 expert interviews shows the conceptualised innovative perspectives concerning the intrinsic characteristics (such as colour) as well as the extrinsic characteristics (such as packaging). The results show 1) the difficulty of accepting horticultural modifications because of the specificities involved but also because of the behaviour of the consumer as a reaction to the change and 2) an authorisation for the innovation of the packaging if a valorisation of the horticultural product, respect of the products natural state and an easier categorisation is obtained.
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Gaëlle Pantin-Sohier, François Pantin, Alice Sohier, Rania Serhal. L'ACCEPTATION DE L'INNOVATION DANS LE SECTEUR VEGETAL : UNE ETUDE QUALITATIVE EXPLORATOIRE. 11th International Marketing Trends Conference, Jan 2012, Venise, Italie. ⟨hal-01885825⟩

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