The economic crisis which broke out in 2008 had a structural impact on French society, by making vacillate the trust that households placed in the economic system and in government.
On the economic level, growth is at half mast, unemployment is only increasing and particularly affects younger generations, while the prices of consumer goods are soaring. The power French shopping has therefore deteriorated and they strongly feel this change.
- 75% of French say they are affected by the effects of the crisis.
- 68% of them are pessimistic about their future.
In addition, the various food and health crises that have followed one another since the 1990s,
have had an effect similar to that of the current crisis, by creating a certain distrust of individuals into the industrial system but also towards public authorities. 82% of French people consider that the collective interest of France always comes after the self-interest of politicians. We can cite the lasagna affair that broke out in February 2013, and which somehow completes the process of destruction of consumer confidence in their food system. With the discovery of horse meat in lasagna of a large frozen brand whose labels indicated Beef, this facts is becoming more serious.
This distrust of the food industry is also indicative of a deeper crisis touching the social bond. The physical link is the only inssurance, when consumer confidence is shaken. To this distrust of the provenance and quality of high-end products distribution adds a certain rejection of the industrial food system. This current distribution grows overconsumption without taking into account the ecological damage caused. A reconstruction of the link social in the act of purchase may be necessary to reassure consumers.
Let's take an example : meat sold by a butcher known to the buyer will be less suspect than that bought in a supermarket. The reasons for this trust are that the butcher is known and deemed to be trustworthy, this link brings added value to the product which does not exist in mass distribution.
In fact, this need to return to trust based on the producer’s personal knowledge has resulted in the development of alternative distribution channels to mass consumption: the collaborative consumption. This alternative to mass distribution is defined “as a practice which increases the use of a good or service by sharing, bartering, exchanging, selling with and between particular”. Collaborative forms are diverse and can affect the sector of hotels than food. The study of changes in Obsoco consumption trends shows that almost one in two (46%) said they wanted to “eat better”. And 26 % of them would be willing to consume less. The French wish to have a simpler and more personal consumption. The question is whether collaborative consumption has vocation to become a dominant model, or to remain protesting and a minority.
Indeed, the 3 alternative consumption still constitutes a tiny part of overall consumption today, and its development encounters various obstacles, both economically and in terms of defended values. Thus, the offer of collaborative food consumption can be spread on a larger scale to generalize as a dominant mode of consumption? If yes, can it keep the values ethics and its own modes of production? We will first see the principle of the collaborative economy and the values which arise. Then we will see if this collaborative model in the food sector can constitute a alternative to the classic model. Finally, through a qualitative study, we will try to complete the best distribution channel and the form that this alternative must take in the food sector.