Participatory Food Provisioning via Emerging Technologies: Revisiting Prosumption and Value Creation Beyond the Anthropocene

Emre Ulusoy, Handan Vicdan, Ahmet Ekici, Jack S. Tillotson, Soonkwan Hong and Laetitia Mimoun
Additional contact information
Emre Ulusoy: PLU - Pacific Lutheran University [Tacoma]
Handan Vicdan: EM - EMLyon Business School
Ahmet Ekici: Bilkent University [Ankara]
Jack S. Tillotson: University of Vaasa
Soonkwan Hong: MTU - Michigan Technological University
Laetitia Mimoun: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris

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Abstract: This commentary offers a timely exploration of participatory food provisioning via emerging food technologies. Through an in-depth analysis of case studies of these technologies, we elucidate the changing nature of prosumption in orchestrating food market provisioning. Our investigation highlights a shift toward a non-anthropocentric vision of market provisioning, where value creation transcends human-centered paradigms to include alliances between humans, technology, and nature. By articulating the nuanced dynamics and outcomes of these alliances in the food market, we propose a reimagined perspective on value creation, urging macromarketing scholars to consider the broader implications of technology-driven, participatory food systems. Ultimately, we emphasize the necessity of integrating human and non-human stakeholders in the discourse on value creation, and challenge conventional notions of control, democratization, and sociality within prevailing food-provisioning systems.

Keywords: prosumption; food technologies; market provisioning; nonanthropogenic; sustainability (search for similar items in EconPapers)
Date: 2024-09
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Published in Journal of Macromarketing, 2024, 44 (3), 582-589 p. ⟨10.1177/02761467241253992⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04590016

DOI: 10.1177/02761467241253992

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