On Wednesday, March 30, 12:00 – 1:00p.m., the Research Committee of the SBE will host its first brown bag lunch seminar. Assistant Professor of Marketing, Dr. Soonkwan Hong will present his latest research. Pizzas and pop will be provided. All interested members of the MTU community are invited.
Title: Alternative Food Consumption (AFC): Contributions to Food Well-Being (FWB), Marketing, and Public Policy
ABSTRACT
Planning to achieve sustainability in food consumption and a state of food well-being amongst the populace is the concern of marketing researchers and policy makers alike. To set a context for these goals, we propose a holistic framework articulating a transition from Mainstream Food Consumption (MFC) to Alternative Food Consumption (AFC) in which consumers engage with food practices divergent from those currently dominant. We adopt a multidisciplinary approach to identifying enablers facilitating the adoption of AFC: idiocentric (functional/situational, ideological, and experiential factors) and allocentric (sociocultural and institutional factors). The proposed framework provides a basis to discuss how AFC ultimately contributes to food well-being (FWB), with a focus on those particularly vulnerable to sub-optimal states of FWB, low SES consumers. Implications for marketing and public policy are also discussed.
