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Commodified tastes: the narratives supporting consumer purchase of organics.

The booming organic food industry has led to an increased complexity in the way in which organic foods are marketed. Consumers now encounter a multitude of reasons for why they should (or should not) purchase organic foods. This research examines the promotion of organic food from four different food companies (three grocery stores and a food delivery program) as a way to uncover the narratives used to describe and endorse organic food. With an analysis of website and in-store content from chain, organic and local companies, I have used previous research in the area of organic food discourse to identify themes within the selected content. This study concludes that while there are important commonalities among the narratives, it is not the organic food itself that these commonalities stem from, but rather the company context (company goals and values) that frame the promotional narratives. / Graduate

Identiferoai:union.ndltd.org:uvic.ca/oai:dspace.library.uvic.ca:1828/3768
Date22 December 2011
CreatorsOsborne, Marilyn
ContributorsMcMahon, Martha
Source SetsUniversity of Victoria
LanguageEnglish, English
Detected LanguageEnglish
TypeThesis
RightsAvailable to the World Wide Web

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