The Package as an Actor in Organic Shops

Karin Wagner

Journal of Cultural Economy, 2013, vol. 6, issue 4, 434-452

Abstract: This article examines the different and often overlooked roles that packages can perform in specialised organic shops. The paper reports on case studies of three organic shops of different types: a pioneering alternative organic shop, a small shop run by a big cooperative company and a recently started organic shop with a modern style, all located in Sweden. In addition to interviews, the paper draws on material produced through visual analysis and participant observation. Packages were found to take four main roles: the repetitive package, the unobtrusive package, the unfamiliar package and the returnable package. These different roles are approached in terms of agency and as viewing the package as playing a key part in the actor-networks of organic food.

Date: 2013
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DOI: 10.1080/17530350.2013.852359

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