Analyse et exploration des différents facteurs influençant le comportement d'achat des consommateurs dans les magasins d'alimentation biologique : comment transformer celui-ci afin que l'achat de produits biologiques devienne une valeur inhérente pour les individus, indépendamment des facteurs économiques externes ?

Abstract

This thesis explores the question: How can consumers be encouraged to sustainably choose independent organic stores over large-scale retailers? In a context marked by growing environmental concerns but also by economic constraints, understanding the drivers and barriers to organic food consumption is crucial for the resilience of small independent shops. The research builds on a literature review addressing consumer behaviour in the organic sector, as well as a market study conducted by Al’Binète, a network of independent organic stores in Wallonia. To complement these insights, twenty-five semi-structured interviews were conducted with consumers shopping in both organic stores and supermarkets, along with interviews with two store managers. The results reveal that consumers’ choices are shaped by a delicate balance between values, convenience, and financial considerations. Price remains the main barrier, particularly in times of inflation, but other factors such as product availability, variety, and symbolic barriers (perceptions of exclusivity or high cost) also play a role. Independent organic stores, however, benefit from strong differentiating assets: the human connection with staff and producers, the local embeddedness, and the potential to create meaningful shopping experiences. Store managers also highlight their role as educators and community actors, going beyond the transactional dimension of retail. The discussion shows that the long-term competitiveness of independent organic stores cannot rely on price competition with supermarkets. Instead, it lies in reinforcing their identity and distinctiveness: building trust, fostering transparency, reducing symbolic barriers, and turning the store into a space of connection and coherence between values and practices. Although exploratory and limited to a specific context, this research provides practical recommendations for independent organic retailers and opens perspectives for further studies, particularly on non-organic consumers and comparative approaches across regions.