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Theses

Responsabilité sociétale des entreprises et valorisation économique : approches expérimentales sur le marché du vin

Abstract : Corporate Social Responsibility (CSR) has become a main issue in the agri-food sector in the light of the challenges of food, the environment, social working conditions and strong social expectations. To meet these challenges, companies are setting up a range of measures to reinforce production constraints, beyond the strict requirements of national and European regulations, such as general company certifications (ISO 26000 standard), and a variety of other actions that can be communicated on the product to consumers through product claims and certification. The economic valorisation of CSR is related both with the ethics of the company, the image that the consumer has of it, and the functionality of the products proposed on the market.The purpose of this thesis is to better understand the consumers' motivations to value these CSR approaches on markets, using the example of the wine market. The methodological work is based on experimental economics achievements, and proposes conceptual extensions that can efficiently measure the evolution of consumers' willingness to pay (WTP) for responsible products. Multidisciplinary approaches with oenological and ecological sciences, but also a research approach in partnership with the industry, ensure both the reliability of experimental markets and the relevance of information provided to consumers.The first part of this thesis allows us to measure consumers' reactions to certifications, while evaluating the first trade-offs between different product attributes. While we demonstrate the existence of niches market for certifications, we explain why this interpretation must be put into perspective, especially because of consumers' beliefs regarding these responsible claims. In particular, we were able to propose an analysis of the WTP influenced by a strict environmental claim, concerning biodiversity. To do so, we create an operational indicator ('Biodiv-Score'), analyze the consumers' reactions to the level of this indicator and precisely measure the beliefs and expectations associated with the organic label in relation to biodiversity.These expectations are not necessarily lasting over time and depend on different levers that we address in the second part of this thesis. Using our innovative G&A Method, we force consumer to think about the place given to the sensory aspect, the environmental and sanitary performance of products, and the production process. First, we show that wine companies will not be able to avoid producing a wine that pleases the consumer from a sensory point of view. However, we also show that commitment to a responsible approach is crucial to maintain market share in the future. Finally, we therefore examine the influence of social interactions on purchasing behaviour, via the example of companies’ involvement in the quality of work life of its employees. If the personal will to fit a social norm is a core driver of responsible consumption, the pressure of the other's gaze is only effective if the other belongs to the consumer's social environment.These results highlight different issues in terms of business strategies, concerning green and ethical production processes. This work also points out the issues linked to strategic choices in terms of distribution channels (sale in supermarkets, direct, via the Internet...) which affect the context of purchase and CSR valuation.
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Submitted on : Thursday, January 6, 2022 - 12:19:22 PM
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Léa Lecomte. Responsabilité sociétale des entreprises et valorisation économique : approches expérimentales sur le marché du vin. Economies et finances. Université de Bordeaux, 2021. Français. ⟨NNT : 2021BORD0321⟩. ⟨tel-03514523⟩

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