HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Du conventionnel au bio : analyse du comportement du consommateur à l'égard des exploitations converties.

Bonhomme, Cédric ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 2-Sep-2019/10-Sep-2019 • Permalink :
Title : Du conventionnel au bio : analyse du comportement du consommateur à l'égard des exploitations converties.
Author : Bonhomme, Cédric ULiège
Date of defense  : 2-Sep-2019/10-Sep-2019
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Delcourt, Cécile ULiège
Burny, Philippe ULiège
Language : French
Number of pages : 236
Keywords : [en] organic food
[en] conversion to organic farming
[en] consumer behavior
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en management général (Horaire décalé)
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] The organic food market has been growing in Wallonia since several years now : on one
hand organic food consumption is exploding, and on the other hand, the organic food supply
is developing very fast. As part of this growing supply, more and more conventional farms
decide to switch to organic farming. The reasons they mention for such a choice are numerous
and are often ecological, ethical or even financial.
In such a context, how are Walloon consumers behaving with regard to these conventional
farms converted to organic farming ? Do they act differently than with the other ones ? While
scientific literature regarding consumer’s behavior towards organic food is plentiful, there is
not much scientific researches that have been interested in organic farm conversion, from the
consumer’s perspective. Based on this statement, an exploratory research is defined in order
to gain knowledge and draw new hypotheses about this research question.
First, we proceeded to a literature review in order to find potential levers influencing
consumers’ behavior. Then, by means of in-depth interviews with organic food consumers and
non consumers, we investigated different aspects of consumer’s behavior such as perception,
motivations and barriers, and also tested the levers found during the literature review.
Results show that knowledge about converted farms is low and interviewees do not act
differently with respect to other organic farms. Still, interviewees’ perception is positive in
overall but is also influenced by the mistrust they may have against organic farming in
general. We also found a perceived contradiction for partially certified farms.
The conclusions drawn by this research have academic implications, as they contribute to
the progress of the research in the fields of consumer’s behavior towards organic food. It also
has managerial implications for all farms considering a move to organic farming.



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  • Bonhomme, Cédric ULiège Université de Liège > Master sc. gestion, à fin. (H.D.)


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