Building a Creed by Promoting a Lifestyle: The Case of Whole Foods

Michele Fioroni and Garry Titterton

Chapter Chapter 20 in Brand Storming, 2009, pp 181-190 from Palgrave Macmillan

Abstract: Abstract In a country like the United States, where the system of food offerings is characterized by such an extraordinary abundance as to make obesity the national illness, Whole Foods teaches us that to attract the attention of the middle/high classes, it is necessary to go beyond the sale of the product in itself, and attribute important and deep meanings to it by promoting a lifestyle and the affirmation of a creed.

Keywords: Fast Food; Organic Product; Bovine Spongiform Encephalopathy; Environmental Credential; Perishable Good (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_20

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DOI: 10.1007/978-0-230-23351-5_20

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