Exploring the social value of organic food
2011
Costa-Migeon, Sandrine | Zepeda, Lydia | Sirieix, Lucie
The purpose of this paper is to analyze whether organic foods are used to signal social identity, class, or status, i.e. if they have social value. Bourdieu’s (1979; 1994) approach and symbolic interactionism (Solomon, 1983) are used to frame the causes and consequences of social value and to highlight the marketing implications. Specifically, results of a four focus group study indicate that organic food has a social value, but that its value depends on other green behaviors by the consumer or the producer, and also on the venue (CSA, market, supermarket).
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