Comprendre l'intention d'adhérer à une AMAP : une approche par la théorie du comportement planifié
By Bertrandias and Pernin
Community Supported Agriculture (CSA) represents a singular distribution channel of fresh food which is based on a cooperative relationship between one producer and a quite small number of consumers. This associative form introduces alternative trading rules and brings a lot of benefits but with heavy constraints. In a context of tension between producers and retailers, understanding consumers " underlying motivations to adhere a CSA is crucial to ensure their sustainability and development. CSA membership can also be viewed as a practice that characterizes the "new consumer". A slightly modified version of Theory of Planned Behaviour is used to explain the intent to adhere a CSA. Data comes from a survey on a sample of non-adherents. Results highlight the importance of perceived control and the role of surprise, friendliness and amicable relationships seeking to give a meaning to consuming activities.