Does Knowledge-Based Economy Speaks to Consumers? A French Case Study with Respect to Food Products
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The paradigm of knowledge-based economy states that information asymmetry between consumers
and producers will be reduced thanks to information availability and dissemination through
the Internet or other media channels. Conversely to this statement, some published articles
shown that knowledge-based economy reinforces the information asymmetry between experts
and novices among the consumers (Hogg et al., 2007; Gregan-Paxton & Roedder-John, 1997;
Alba & Hutchinson, 1987). Accordingly, we will consider the non homogeneity of consumers
and will try to identify and qualify the differences between several groups of respondents regarding
two food items by means of a k-means clustering applied to a knowledge-oriented questionnaire.