Fashioning organics: Wellbeing, sustainability, and status consumption practices

Ilaisaane M.E. Fifita, Yuri Seo, Eunju Ko, Denise Conroy, Dayun Hong

Research output: Contribution to journalArticle

1 Citation (Scopus)


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.

Original languageEnglish
JournalJournal of Business Research
Publication statusAccepted/In press - 2019 Jan 1

All Science Journal Classification (ASJC) codes

  • Marketing

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