Les marques territoriales bioalimentaires à l’épreuve des perceptions et des représentations des consommateurs québécois

Abstract

While the COVID-19 pandemic has helped boost Quebecer interest in buying local products, paradoxically, the actual level of demand for local products has stagnated, or even decreased. Beyond the economic factor, which is seen as the most obvious criterion, currently, studies have rarely examined the relationship consumers have with these products through the territorial brands that promote them. How do Quebec consumers perceive these brands? What determines the acceptability of these brands as a guarantee of the local nature of terroir products? How well are they known in the minds of these consumers? What strategies could be introduced to increase their acceptance with consumers? These are just some of the questions addressed by this research, which was carried out on a representative sample of 1203 Quebec consumers. Our conclusions underline the need for regions to strengthen their identity, better communicate their assets, and increase the visibility of their territorial brands to stimulate consumer interest.