本文探討法國消費者透過食品供應短鏈而非超市購買當地食品之動機。藉由回顧可應用於當地食品購買之消費者行為模型，並從現有文獻中找尋當地食品之消費者輪廓與動機之定義後，本文提出三項主要動機：可持續消費之偏好、對高品質食品之追求、與生產者更緊密連結之意願，以上為驅動法國當地食品消費之三大因素。本次研究發現是採用質化方法，訪問十二位使用當地食品主要兩個銷售管道（CSA和盒裝方案）之消費者所獲得。最後本文歸納出食品供應短鏈在理論、管理及社會上之意義，同時提出進一步發展當地食品消費之方法.

This paper explores the motivations of the French consumers to buy local food through short food supply chains rather than supermarkets. After reviewing the main consumer behaviour models that can be applied to local food purchases and the attempts to define the profiles and motivations of local food buyers from the existing literature, the study highlights 3 main motivations. The will of a more sustainable consumption, the search for quality food products and the will to get closer to the producers thus emerged from the research as the 3 pillars that drive local food consumption in France. These results stem from a qualitative study conducted on 12 local food buyers in 2 of the main local food selling venues (CSA and box scheme). Finally, theoretical, managerial and societal implications are drawn from the research while evoking ways to further develop the local food consumption.

Thesis validation letter i
Abstract (Chinese) iii
Abstract (English) iv
Introduction 1
Literature review 3
Fundamental consumer behaviour theories 3
The analysis of sustainable consumer behaviour 6
Consumers’ motivations to buy local 8
The contestation of the global food system and the emergence of localism 10
Local food distribution channels 12
Comparison with supermarkets 15
Consumers’ profile 16
Demographics 16
Attitudes and behaviours 17
Attitude-behaviour gap 21
The emergence of a conscious consumers’ group 22
Future developments in local food networks 24
Methodology 26
Hypotheses 26
Choice and presentation of the field 27
Methodology used and sampling 29
Data processing and analysis 32
Results 34
Will of sustainable consumption 34
Criticism of the industrial food system: 34
Support the local economy and the small producers: 36
Reduction of transports and food miles 37
Influence of the education and personal values: 39
Search of quality food products 41
Desire of healthy and high-quality food: 41
Preference for fresh and seasonal food products: 43
More food safety and traceability: 44
Will to get closer to the producers 45
Communities based on shared values: 45
Direct contact and exchange between consumers and producers: 47
Financial and moral support in the producers’ activities: 49
Discussion and conclusion 52
Conclusion 52
Discussion 54
Theoretical contributions 54
Managerial contributions 56
Societal contributions 59
Limitations of the study and openings 62
Bibliography 65
Appendix 1 69
Appendix 2 73
Interview 1 – 2 persons – 55 each 73
Interview 2 – 1 person – 47 90
Interview 3 – 1 person – 52 95
Interview 4 – 2 persons (managers of a network La Ruche Qui Dit Oui) – 51 each 105
Interview 5 – 1 person - 51 119
Interview 6 – 3 persons – 48, 52 and 55 129
Interview 7 – 2 persons – 58 and 55 145

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