YOUNG CONSUMER BASED AUTHENTICITY: NEW OPPORTUNITIES FOR TERROIR PRODUCT? AN EXPLORATORY APPROACH

Few studies have addressed the question of the perceived market authenticity of young consumers. Building on the postmodern consumption literature, the focus of this analysis is on exploring the relationship between young people and the authenticity of local products of the Souss Massa region. Our topic question is: to what extent does authenticity influence the behaviour of young Moroccan consumers? For this, we use a qualitative approach based on 20 interviews with Moroccan consumers. We show that the young people studied have specific criteria for authenticity, and this research is not limited to the material product alone but refers to an intergenerational dialogue under various conditions. Understanding this postmodern quest is a contribution that cooperatives need to consider in their segmentation and communication.

OUBOUTAIB, FATIMA EZZAHRA; MEKKAOUI, SOUMIYA; AITHEDA, ABDELLATIF

Revue Internationale du Marketing et Management Stratégique (2019)

Vol. 1 N° 4 (2019)

DOI: 10.34874/PRSM.rimms-vol1iss4.56568

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/56568