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.
Bibliographical noteFunding Information:
This work was supported by the Core University Program for Korean Studies at the University of Auckland through the Ministry of Education of the Republic of the Korea and Korean Studies Promotion Service of the Academy of Korean Studies ( AKS-2017-OLU-2250001 ).
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