The process of becoming an alternative diet consumer – A narrative approach

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2017

Department

Markkinoinnin laitos

Major/Subject

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, Sammy

Keywords

alternative diet, consumer research, identity, alternative consumption, analysis of narratives

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-201705304967

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[gradu] Kauppakorkeakoulu / BIZ