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  • 1.
    Frostling-Henningsson, Maria
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    Hedbom, Martin
    Wilandh, Ludvig
    Intentions to buy organic not manifested in practice2014In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 116, no 5, p. 872-887Article in journal (Refereed)
    Abstract [en]

    Purpose - This research paper focuses on why intentions to buy organic and/or eco-friendly food are not always manifested in practice. Based on Warde's antinomies of structural opposition, we found several consumer dilemmas including the dilemma of choosing between organic and eco-friendly food. This study addresses ethical and environmental concerns that contemporary Swedish consumers have when eating organic and taking environmental action and presents some consumer strategies used to cope with these concerns. Design/methodology/approach - The empirical data was collected from a consumer panel followed during 18 months. A mix of qualitative methods was used; interviews, shop-along studies, ZMET, collecting shopping receipts and poems. Findings - The research paper contributes with knowledge about the dilemma between organic and eco-friendly. It further defines the strategy of justification of non-choices as the most common consumer strategy to cope with the dilemma. Research limitations/implications - Results from this study shows that conscious consumers often face a conflict between buying organic food and taking environmental considerations. In order to solve the conflict consumers used various strategies; justification of non-choices was the most common strategy. Practical implications - For wholesalers and retailers the results show that conscious consumers demands groceries that are both organic and eco-friendly in order to act on intentions. Originality/value - By using innovative qualitative methods this report identifies some contemporary consumer dilemmas. The dilemma that the most conscious consumers have is the dilemma between organic and eco-friendly. In order to solve this justification of non-choices is the most common strategy for consumers to handle the dilemma.

  • 2. Neuman, Nicklas
    et al.
    Gottzén, Lucas
    Stockholm University, Faculty of Social Sciences, Department of Child and Youth Studies.
    Fjellström, Christina
    Distinctions and boundaries: men's talk about food celebrities2019In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 121, no 2, p. 520-532Article in journal (Refereed)
    Abstract [en]

    Purpose

    The purpose of this article is to explore how a group of men relate to food celebrities in the contemporary Swedish food-media landscape, especially celebrity chefs on TV.

    Design/methodology/approach

    Semi-structured interviews with 31 men in Sweden (22-88 years of age), with different backgrounds and with a variety of interest in food.

    Findings

    The paper demonstrates different ways in which the men relate to food celebrities. The men produce cultural distinctions of taste and symbolic boundaries, primarily related to gender and age, but also class. Through this, a specific position of ‘just right’ emerged. This position is about aversion to excess, such as exaggerated gendered performances or pretentious forms of cooking. One individual plays a particularly central role in the stories: actor and celebrity chef Per Morberg. He comes across as a complex cultural figure: a symbol of slobbish and tasteless cooking and a symbol of excess. At the same time, he is mentioned as the sole example of the exact opposite – as a celebrity chef who represents authenticity.

    Practical implications

    Scholars and policy makers must be careful of assuming culinary or social influence on consumers from food celebrities simply based on their media representations. As shown here and in similar studies, people relate to them and interpret their performances in a variety of ways.

    Originality/value

    This is one of the few studies that target the role of food celebrities in contemporary Western consumer culture from the point of view of the consumers rather than analyses of media representations.

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