Fashioning organics: Wellbeing, sustainability, and status consumption practices

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

Research output: Contribution to journalArticlepeer-review

20 Citations (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
Pages (from-to)664-671
Number of pages8
JournalJournal of Business Research
Publication statusPublished - 2020 Sep

Bibliographical note

Funding 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 ).

Publisher Copyright:
© 2019 Elsevier Inc.

All Science Journal Classification (ASJC) codes

  • Marketing


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