Audencia, Terrena, Sodebo and Coopérative U join forces around the Chair in Consumer Behavior Analysis

Understanding purchasing behavior to anticipate changes in consumption

The work of the Consumer Behavior Analysis Chair focuses on major strategic issues for players in the food and distribution sectors:

• perceptions of sustainability issues (responsible behavior, eco-anxiety, eco-fatigue),
• the impact of new technologies on purchasing journeys (artificial intelligence, virtual and augmented reality),
• the gaps between stated intentions and actual behaviors, revealing tensions between values, constraints, and rationality,
• generational differences in purchasing practices and consumption patterns.

“This chair embodies our desire to bring academic research closer to the concrete challenges and concerns of businesses. By combining marketing, sustainable development, and technology, we seek to decipher consumer behavior in order to better support food transitions. It is a strategic tool for anticipating trends, picking up on weak signals, and transforming declarative and behavioral data into levers for innovation,” explains Cindy Lombart, professor at Audencia and holder of the Chair in Consumer Behavior Analysis.

A unique experimental research facility in France

The Chair relies on an exclusive experimental infrastructure designed to observe and analyze consumer behavior in conditions close to reality:

• a physical laboratory store, allowing consumers to be observed in real-life situations,
• a virtual replica, offering great flexibility for experimentation,
• and access to real points of sale, made possible in particular thanks to the partnership with Coopérative U.

Partners committed to understanding consumer behavior

Bringing together the Chair in Consumer Behavior Analysis, Coopérative U, Sodebo, and Terrena share a common goal: to use academic research to better understand consumer expectations, anticipate changes in consumption patterns, and support transformations in the food sector. By bringing together perspectives from the retail, agri-food, and agriculture sectors, the Chair provides a unique space for cooperation and collective innovation, promoting informed decisions and sustainable strategies.

“Coopérative U is delighted to be making a long-term commitment alongside Audencia and contributing to the work of this Chair. In line with our new CSR ambition, this research will enable us to strengthen our knowledge of our customers and gain an even deeper understanding of changes in their purchasing behavior so that we can better meet their expectations. This is fully in line with our CAP 15 strategic plan, which aims to achieve a 15% market share by 2030.”
— Dominique Schelcher, CEO of Coopérative U

 

“At Terrena, we believe that giving meaning to tomorrow’s food requires a detailed understanding of consumer expectations and collective innovation. By bringing together agriculture, agri-food, and academic research, we create a unique lever for deciphering behaviors, capturing trends, and transforming weak signals into sustainable opportunities.”
— Thierry Villelégier, Director of the La Nouvelle Agriculture brand and commercial partnerships at Terrena

 

“Listening to and understanding consumers is the foundation of our approach to innovation. It is thanks to this close relationship that we are able to develop and launch relevant products that are in line with market expectations. This chair represents a real opportunity to enrich our knowledge and compare it with new approaches to fuel our thinking on changes in consumption patterns.”
— Anne Renault, Director of the Sodebo Product Department