From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

Ulver, Sofia

doi:10.1177/0276146718817354

Cited by 32 publications

(29 citation statements)

References 62 publications

(126 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The term foodie describes “people with a long standing passion for eating and learning about food but who are not food professionals” (Cairns et al, 2010, p. 592). Oftentimes, foodies are also aware of ethical aspects, such as production methods, animal welfare and whether the food is local (Kline et al, 2015; Ulver, 2019). In this study, the ethical foodie is an identity involving passionately enjoying and learning about food but at the same being aware of the ethical aspects.…”

Section: Resultsmentioning

confidence: 99%

Coping with multiple identities related to meat consumption

Randers

Grønhøj

Thøgersen

2020

Psychology and Marketing

View full text Add to dashboard Cite

Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health-related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self-relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food-based photo-diary and in-depth interviews, supported by a visualization approach, developed from self-brand connection methods. Three higher-order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.

show abstract

Section: Resultsmentioning

confidence: 99%

Coping with multiple identities related to meat consumption

Randers

Grønhøj

Thøgersen

2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…It’s an authentic piece of transformism.Homemade54 acts as a social transformation lab with the participants creating an enclave of serious leisure (Stebbins, 1982) and a therapeutic enterprise (Moisio and Beruchashvili, 2010; Moisio et al, 2013) inspired by an emancipatory ethos (Kozinets, 2002). During these collaborative productions, consumption and communication encounter heterogeneous participants, who can switch roles, engage in embedded entrepreneurship, and collaborate to produce and access resources (Kozinets, 2002), which lead to new ideas, symbols, identities (Ulver, 2019), and even markets and social enterprises (Kjellberg and Helgesson, 2007; Martin and Schouten, 2014; Sigala, 2019). The cooking process is thus transformed into an ever-expanding collection of creative actions that can change the way in which those who are involved think and act.…”

Section: Resultsmentioning

confidence: 99%

“…The outcome is a social factory that captures and monetizes social interactions (Banks and Deuze, 2009;Postigo, 2003Postigo, , 2016. The ubiquitous availability of social media is progressively transforming "the social" into a site of new economic value, where the term "social media" is becoming a signifier of corporations and digital intermediaries' appropriation of the "social" (Castells, 2013;Mejias, 2013;van Dijck, 2013). Couldry and Van Dijck (2015: 3) argue that digitally mediated sociality integrates and partly substitutes for traditional social interaction which is hence dominated by the so-called techno-economic materiality.…”

Section: Marxist and Technocapitalist Critiques Of Intensificationmentioning

confidence: 99%

Eudaimonia: The sociocultural value of consumers’ social labor

2020

View full text Add to dashboard Cite

Consumers participate in social media producing value through social labor. So far scholars approached social labor through a Marxist lens focusing on the economic aspects of its value and the potential risks related to consumers’ exploitation. We build a sociocultural conceptualization of social labor actualizing the Aristotelian idea of virtuous action that realizes a life well lived with others. Following this approach, we identify Eudaimonia as a theoretical construct to capture the sociocultural value of social labor, and we elaborate how social labor in social media enables the achievement of a eudaimonic state of living. We support our conceptualization with empirical evidence in the social media context of amateur cooking practices that illustrates how Eudaimonia is achieved through social labor practices of cultural performativity. Our perspective extends previous theory related to three research domains of consumers’ social labor: (1) Marxist and technocapitalist critique, (2) neoliberalist perspective, and (3) networked consumer collectives.

show abstract

“…Several studies conducted on the macromarketing system formation and evolutions have gained importance in recent years (e.g., Ulver 2019; Wooliscroft and Ganglmair-Wooliscroft 2018). Yet further exploration is required, especially in the area of marketing system failures (Redmond 2018), including those within spatial marketing systems.…”

Section: Discussionmentioning

confidence: 99%

Normalized Heterotopia as a Market Failure in a Spatial Marketing System: The Case of Gated Communities in India

Chaudhuri

Jagadale

2020

Journal of Macromarketing

View full text Add to dashboard Cite

This article explores the spatial marketing system in India. It highlights a case where market failure is institutionalized through the normalization of heterotopia in the consumption of gated communities (GCs). We build on the earlier work by Bargends and by Sandberg on spatial marketing systems to discuss the consumption of exclusive space. We find that the gated community leads to heterotopic relations, fantasized living and, the pursuit of identity through spatial purification. This research contributes to macromarketing research by offering three theoretical interpretations of our qualitative study of residents of a gated community in India. First, spatial inequality is found to be a defining process in this spatial marketing system. The creation of such disparities is a deliberate strategy by dominant consumers to ‘other’ the outsiders. This spatial segregation is seen as a market failure. Secondly, branded space emerges as a trope for decoupling with local lower class surroundings through a process of postcolonial mimesis. In the process of imitating the West, residents engage in self-captivity and voluntary seclusion to achieve spatial purification. Thirdly, we extend marketing systems theory by locating spatial purification-related processes and mechanisms at the heart of marketing systems formation and adaptive change.

show abstract

From Mundane to Socially Significant Consumption: An Analysis of How Foodie Identity Work Spurs Market Formation

Cited by 32 publications

References 62 publications

Coping with multiple identities related to meat consumption

Coping with multiple identities related to meat consumption

Eudaimonia: The sociocultural value of consumers’ social labor

Normalized Heterotopia as a Market Failure in a Spatial Marketing System: The Case of Gated Communities in India

Contact Info

Product

Resources

About