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A qui se fier quand les aliments font peur ? labels, points de vente et décontamination symbolique au Vietnam

Figuié M., Mayer J.. 2010. Montpellier : UMR MOISA, 13 p.. (Working paper : UMR MOISA, 2010-4).

We use the "symbolic contagion" concept (Rozin and Nemeroff, 1994) and its adaptation to the food modernization framework by Fischler (1994) to analyse the interactions between quality signs and points of sales -street vending, formal and informal open-air market and supermarket- in consumers trust. Our study is based on the empirical case of Hanoi consumers (Vietnam) and vegetables safety. Food safety issues and trust building process in the Vietnamese food chain have changed dramatically during the last years. Quality sign on vegetables can improve consumers trust. But this effect is limited: with or without quality sign, vegetables sold on informal markets are the less trusted ones, and the ones sold in supermarkets are the most trusted. Trust in supermarkets is not linked to consumers purchasing habits. It is partly based on a process of symbolic de-contagion. This is linked to their ability, in a communist country, to symbolize modernity and access to mass consumption after decades of food shortage and political isolation.

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