Dr. Sinem Atakan (Ozyegin University Istanbul Turkey) will present her research on food preparation and consumption behaviour.
AN INVESTIGATION OF HOME-COOKING
FROM A CONSUMER MOTIVATION PERSPECTIVE
Motivations that direct consumers to prepare food at home were investigated using the nethnography methodology. Approximately 2000 consumer testimonials, collected from four different forums (two in Turkish, two in English), were analysed by two different researchers. The testimonials from both the Turkish and the English sites indicate that even a mundane production activity such as food preparation may result from several different motivations (physiological need, safety need, autonomy and control need, belongingness and love need, need to rest and relax, sensory stimulation, cognitive stimulation, self-expression and creativity). Moreover, the findings reveal how the economic and socio-cultural background of consumers affects the motivations. Cultural differences affect which motivations stand out, the focus of the production process (self versus others), the valence of the language (positive versus negative), whether the production process is perceived as a learned task or an internal ability, how the production process is categorised, and finally the significance of the gender role on the production process. The findings may be of benefit to the marketing managers in the food industry as well as the agencies and institutions that prepare programmes promoting food-preparation at home.
A THEORETICAL FRAMEWORK FOR PROSUMER CULTURE: NEGOTIATION OF FOOD PROSUMPTION AT THE INDIVIDUAL AND CULTURAL LEVELS
Prosumption, the participation of consumers in the production process of products that they consume, has developed into a conventional act in various domains. Through netnographic analysis of six online communities, this study investigates prosumption of food to understand the specific factors and relationships that shape the process. The findings reveal that production and consumption acts are not independent but linked through the prosumer`s identity and production outputs (product and technique). Contrary to what previous research suggests, a single point on the production-consumption continuum cannot alone explain prosumption. There is a bi-directional relationship between production and consumption acts that is enabled through prosumer`s identity and outputs. The analysis points out to the specific routes through which the reciprocal relationships operate as well as the importance of cultural interactions in negotiating and redefining the acts and outputs of prosumption. Based on the findings, a comprehensive model of prosumption is presented.
CATCHING THE HEALTH WAGON:
CONSUMERS` STRATEGIES OF CONTROL IN HEALTHY FOOD CONSUMPTION
Debates about healthy food have once again come to the fore as obesity rates increase in most parts of the world and more people suffer from diet-related illnesses (e.g., diabetes, cancer). This study focuses on consumers’ (mundane and special) practices of cooking and eating to understand how they – with the help of or despite other actors – adopt what they perceive as healthy eating behaviours. A two-step methodology consisting of a netnography on blogs and websites on food and cooking, and in-depth interviews with consumers and dieticians provides the data set. We find that while some aspects of healthy food consumption are clearly defined, consumers still feel overwhelmed by the amount and variety of information. We discuss four strategies through which consumers try to establish control over their food consumption as well as their general well-being and life in the long-term. Our findings have various implications for policy-makers and consumer researchers.