98

The rise of ecolabeled products on both the international and Malagasy markets has begged the question of whether these products remain confined to niche markets, as over the last fifteen years they have only been accessible to a narrow segment of rather well-off consumers who have already been won over. The study therefore focuses on the Malagasy company Homeopharma. According to E.M. Rogers’ theory (1962), the niche market for ecolabeled, natural products in Madagascar could expand into a mass market if certain conditions are met. Proposed solutions to unlock this potential have addressed the organization of a company, its production equipment, and the improvement of input sources. However, the state can also boost this market by supporting companies operating in this sector.