HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? / Flore DEGHAYE / 2019

Titre : HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? Type de document : Mémoire Auteurs : Flore DEGHAYE, Auteur Année de publication : 2019 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management STRATEGIE ; IMAGE DE MARQUE ; RESTAURATION SECTEUR ; COMMUNICATION PAR L'IMAGE Résumé : As sustainable development and gastronomy tend to become two subjects of interest among the population, the aim of this work was to study whether Chefs can have an influence on their audience's food preferences when they adopt and share sustainable choices. To analyze this subject, a case study was led, focusing on Laurent Petit, a hyper-local Chef who implemented a sustainable approach in his restaurant in 2015. Communication content of the Chef was studied to define the image that Laurent Petit tries to implement. Then the reactions of the audience (professionals of the gastronomy sector, online community, and interviewed people) was analyzed. Main findings were that knowledge of the gastronomy sector more important role in the comprehension of the sustainable ideas developed by Chefs than the knowledge or involvement of people in sustainable development. But also that the opinion that people have about the gastronomy sector has a halo effect on the opinion about the Chef and his sustainable actions. Finally, that mere people are the best spokespersons for the sustainability movement that can be celebrities because fame can act as a barrier, and coherence of the actions set up is very important into communication. Note de contenu : PGE: Bibliogr.P. 29-32 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497671