The process of becoming an alternative diet consumer – a narrative approach
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School of Business |
Master's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
Authors
Date
2017
Department
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Mcode
Degree programme
Marketing
Language
en
Pages
53
Series
Abstract
Objectives The main objective of this study is to form an understanding of the process of becoming an alternative diet consumer and how individuals negotiate their identities through their alternative dietary practices. The aim is to explore how alternative consumption links to identity transformations and how altered consumption possibly changes identity and/or vice versa. Methodology This research is qualitative in nature. Six in-depth interviews were conducted with consumers who voluntarily follow an alternative diet. The interviews were transcribed and the data was analysed using analysis of narratives. Key findings The process of becoming an alternative diet consumer can be described through six different themes – 1) taking control, 2) flexibility of choices, 3) unwillingness to burden others, 4) will to break stereotypes, 5) growing interest to food, wellbeing and consumption choices and 6) conflict between values and comfort. In addition, following the framework of Van Gennep (1960), three phases of rites of passages can be identified in the process – separation, transition and incorporation. It was also evident that identity transformations affect consumption but also consumption affects identity.Description
Thesis advisor
Toyoki, SammyKeywords
alternative diet, consumer research, identity, alternative consumption, analysis of narratives