Les enseignes de la grande distribution : quelle légitimité pour commercialiser des produits écologiques du point de vue des consommateurs ?

Although super/hyper markets play currently a role in the ecological consumption' diffusion, their negative image in terms of relationships with the producers and their contested social engagement raise the question of the legitimacy of this actor to sell eco-products from the consumers' point of view. The findings of our study highlight the factors that hinder the legitimacy of super/hyper markets: a weak level of historical legitimacy and the legitimacy of the objectives; a negative environmental and social impact. Consumers have a low confidence towards mass retailers and express doubts about the eco-products they sell.