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Title: Why do some consumers prefer organic food? A discourse analytical perspective
Authors: Mazzacano D`Amato, Pierre
Falzon, Joseph
Keywords: Natural foods
Natural foods -- Economic aspects
Consumer behavior -- Case studies
Issue Date: 2015
Publisher: Taylor & Francis Group
Citation: Mazzacano D`Amato, P., & Falzon, J. (2015). Why do some consumers prefer organic food? A discourse analytical perspective. Journal of Food Products Marketing, 21(3), 255-273.
Abstract: In an attempt to better understand the main motives behind organic food consumption, this study explores the consumer discourses of organic food. In all, 35 in-depth interviews were conducted, from which three major discourses were identified. These discourses were named primitivist, retro, and racialist. The data suggest that these Romantic discourses play on images of a supposedly glorious and innocent past. Consequently, consumers using these three discourses were more likely to prefer organic food, as they had a tendency to construct this type of food as more natural, authentic, and real. In this sense, Romantic discourses seem to offer more resonant themes for consumers than contemporary modern science can ever provide.
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