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1. A term without content, yet effective
Naturalness, though increasingly evoked, is associated with extremely disparate offers or aspirations: from natural products to a renewed lifestyle, without generally being more precise about what is proposed or expected. It is therefore a buzzword in which everyone can find themselves. It thus mobilizes emotions and affects, and is adorned with positive, empowering values. In this sense, it could be called a "performative" term. However, if the meaning of this term seems obvious to everyone, no one can easily define it, let alone agree on a single definition.
1.1 Why characterize naturalness?
The public, consumers and, in the vicinity of business sites, local residents, are formulating new expectations and demands that can have a major impact on business activity....
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A term without content, yet effective
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