Differences in consumer perspectives how sustainable food consumption is perceived and signalled in the prevailing consumer culture : among Generation Y
This thesis investigates Generation Y sustainable food consumers in the prevailing consumer culture and their differences in signalling and perceiving sustainability. The reasons why they engaged to a sustainable diet and the possible conflicts around it were also studied. Relevant contexts around consumer culture, possessions, identities and Generation Y regarding sustainable food consumption were presented as the theoretical framework. The focus was on Generation Y consumers in order to recognize relevant the contexts that influence their behaviour in the marketplace. Qualitative research methods were utilized as the data was gathered through nine in-depth interviews furthermore applied thematic analysis (ATA) and typologies were used in the data analysis. It was recognized that there were three different groups with different perception of sustainability affecting on food choices and signalling. The perception of sustainability and food choice was influenced by friends, family and spouses however the influence of powerful information source such as documentary films, books and university courses were mentioned important as well. Interviewees reflected experiences throughout their life that were experienced as relevant regarding sustainable food consumption. However the stage of maturity was witnessed as the most important step towards more sustainable dietary choices. Due to the different influences and perceptions about sustainable foods there were differences how willingly they would discuss about sustainability and food with others as for some food was more sensitive topic than for others. With most of the groups (2/3) sustainability transcends to other consumption choices as well. Sustainable food consumption included a powerful symbolic function regarding identity if the recipient was able to receive the preferred message. Sustainable food choices were detected producing mental and physical pleasure. The characteristics that pleasure and hedonism in consumption are important contexts for Generation Y (Purhonen et al. 2008:290) were witnessed. ...
MetadataShow full item record
- Pro gradu -tutkielmat 
Showing items with similar title or keywords.
Pecoraro, Maria (University of Jyväskylä, 2016)The aim of this dissertation is to contribute to our knowledge and understanding of the various meanings of ethical consumption constructed in consumer culture, especially from consumers’ viewpoint. This doctoral thesis ...
"Good for nature - good for you"? : values and sustainable food consumption - promoting sustainably produced food products to Finnish consumers Ulvila, Kukka-Maaria (University of Jyväskylä, 2018)Food consumption and food choices are a vital part of humans’ lifestyles. In addition, it is widely acknowledged that food is one of the key consumption contexts for environmental and social impacts around the world. ...
Kortelainen, Sirpa (2015)The aim of this study was twofold: Firstly, to find out whether organic meat consumers are perceived pro-social as defined by Griskevicius et al (2010) with attributes: Caring, Altruistic and Nice. The second theme was ...
Raippalinna, Liia-Maria (Palgrave Macmillan, 2020)Raippalinna explores how consumers are mobilised for food waste reduction in media discourse. Food waste reduction initiatives are often criticised for putting the responsibility on individual consumers, but little research ...
Sarja, Sessa Milla (2017)Forms of sustainable lifestyles and more responsible ways to consume have become more popular in recent years. This is reflected also in that mainstream media discusses about sustainability. Similarly, there is a growing ...