Social representations of craft food products in three European countries

Rivaroli, Sergio, Lindemeier, Jörg, Hingley, Martin and Spadoni, Roberta (2021) Social representations of craft food products in three European countries. Food Quality and Preference, 93 . p. 104253. ISSN 0950-3293

Full content URL: https://doi.org/10.1016/j.foodqual.2021.104253

Documents
Social representations of craft food products in three European countries
Authors' Accepted Manuscript

Request a copy
[img] Microsoft Word
FQAP-D-20-00880_Manuscript_R2_SR_JL MH.docx - Whole Document
Restricted to Repository staff only until 2 April 2022.
Available under License Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International.

846kB
Item Type:Article
Item Status:Live Archive

Abstract

Despite the growing interest in craft food products (CFPs), their social representation remains a conundrum. In light of social representation theory, this study aims to understand the meaning of CFPs in three different countries.
Data were collected in Italy, Germany and the United Kingdom from 458 interviewees between November 2018 and January 2019. Using a free word association approach, participants had to state the first four words that came into their mind using “craft food products” as inductor terms. Afterwards, interviewees had to rank the four evoked words based on their importance and rate the valence of each of them. Data were subjected to textual and prototypical analysis to identify the core and peripheral areas of the concept investigated. The occurrence of associations’ frequencies was analysed through correspondence analysis to find possible differences according to age groups.
Results showed that the social representation of the CFPs differs across cultures. The British saw them as luxury foods or gourmet. Germans equated them to natural foods relying more on institutional signals. Italians, instead, conceived of them as genuine/ authentic foods in which human intervention does not alter the sensorial aspects of the ingredients. Furthermore, results showed that the mental representation of the CFPs is fragile and substantially exposed to the deceptive marketing practices known as “craftwashing”.

Keywords:Craft food products, Social representation, Word association, Italy, Germany, United Kingdom
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N110 European Business studies
Divisions:Lincoln International Business School
Related URLs:
ID Code:44438
Deposited On:29 Mar 2021 13:55

Repository Staff Only: item control page