Exploring the status value of organic food

Sandrine Costa (), Lydia Zepeda and Lucie Sirieix
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Sandrine Costa: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Lydia Zepeda: University of Wisconsin-Madison

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Abstract: The purpose of this paper is to investigate whether organic foods are used to signal and build status. Bourdieu's (1979; 1994) approach and symbolic interactionism (Goffman, 1951; Solomon, 1983) are used to frame the causes and consequences of status value and to highlight the marketing implications. Specifically, results of a focus group study indicate that organic food has a status value. However, the status value depends on whether consumers or producers exhibit additional green behaviors to validate their commitment to sustainability, and the status value also depends on the venue (AMAP, market, or supermarket) where organic foods are purchased.

Keywords: bourdieu; interactionnisme symbolique; organic; symbolic interactionism; nutraceutics; aliment biologique; comportement des consommateurs; amap; focus groupe (search for similar items in EconPapers)
Date: 2012-05-09
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Citations: View citations in EconPapers (1)

Published in 8. Congrès de l'Association Française de Marketing, Association Française de Marketing (AFM). Paris, FRA., May 2012, Brest, France. 22 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506192

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