Produits issus de l’économie sociale : quel potentiel pour la demande au Maroc
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Abstract
Cette recherche analyse les déterminants de l’intention de consommation des produits issus de l’économie sociale au Maroc, en mobilisant le cadre théorique de la consommation symbolique et expérientielle développé par Holbrook et Hirschman (1982). Selon cette approche, la valeur attribuée à un produit dépasse sa simple fonction utilitaire pour intégrer des dimensions identitaires, culturelles, sensorielles et sociales. L’étude adopte un modèle Probit estimé sur un échantillon de 135 observations afin de tester six hypothèses portant sur l’effet de l’identité culturelle, de l’expérience sensorielle, des émotions positives, de l’engagement social, du symbolisme de distinction et de l’expérience narrative. Les résultats montrent que l’ensemble de ces facteurs, à l’exception des émotions positives, exerce une influence positive et significative sur l’intention d’achat. Cela met en évidence la centralité des leviers culturels et narratifs dans la consommation des produits de l’économie sociale, soulignant que les consommateurs recherchent avant tout l’authenticité, la préservation du patrimoine et le sens social de leurs choix. Ces constats plaident pour une stratégie de valorisation qui s’appuie sur la mise en avant de la mémoire collective, des récits associés aux produits et de leur impact sociétal, renforçant ainsi leur attractivité sur un marché concurrentiel en quête de différenciation et de durabilité.
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