This study draws on the theory of social practices as a novel theoretical lens to understand sustainable organic food consumption. Through a situated investigation of the South Korean organic foods market, the findings uncover three consumption practices, which include investing in long-term wellbeing, expressing sustainability values, and the signaling of social status. A critical examination of these practices reveals that they closely resemble the field of modern luxury fashion consumption. Thus, we posit that organic food consumption can be conceived as a particular type of fashion trend. The paper concludes with the discussion of theoretical contributions and managerial implications arising from this conceptualization.
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