Exploring Foodie Segmentation

Kline, Carol

doi:10.9707/2328-0824.1049

Cited by 13 publications

(9 citation statements)

References 27 publications

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“…The term foodie describes “people with a long standing passion for eating and learning about food but who are not food professionals” (Cairns et al, 2010, p. 592). Oftentimes, foodies are also aware of ethical aspects, such as production methods, animal welfare and whether the food is local (Kline et al, 2015; Ulver, 2019). In this study, the ethical foodie is an identity involving passionately enjoying and learning about food but at the same being aware of the ethical aspects.…”

Section: Resultsmentioning

confidence: 99%

Coping with multiple identities related to meat consumption

Randers

Grønhøj

Thøgersen

2020

Psychology and Marketing

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Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health-related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self-relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food-based photo-diary and in-depth interviews, supported by a visualization approach, developed from self-brand connection methods. Three higher-order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.

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Section: Resultsmentioning

confidence: 99%

Coping with multiple identities related to meat consumption

Randers

Grønhøj

Thøgersen

2020

Psychology and Marketing

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“…Recognising the experiential nature of consumption he wants to focus on the feedback about "the feelings that our brand create in the minds of local people or the people who come here for vacations" [MM]. This evidences the brewery's focus on facilitating the deep and meaningful experiential consumption that can be achieved through gastronomy (Li et al, 2018), with the consumption of authentic local products, especially in high-contact service experiences such as the brewery tours and events the company runs, connecting the tourist to the brewery and to the culture, heritage and traditions of the tourism destination (Kline et al, 2015). In this case, the specific destination connection (Seal and Siramanayagam, 2018) is to Corfu, offering local beers, named with associations to the island, the Ionian region, and its history.…”

Section: Experiential Consumptionmentioning

confidence: 99%

“…Gastronomic, or culinary tourism, has been receiving a lot of recent attention in the literature, as this form of tourism is seen to contribute to deep, meaningful, and memorable tourism experiences (Li, et al, 2018). Yet much of the extant literature considers these issues from the demand side of the consumer rather than considering the managerial decisions of the supplier (Kline, Greenwood and Joyner, 2015;Melewar and Skinner, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Within this body of literature much has also been written about authenticity. When related to food and drink, this can include authenticity claims about the Country of Origin (COO) of gastronomic products (Melewar and Skinner 2018), how food and drink is produced, or how it connects the consumer with the producer and the culture, heritage and traditions of a place and the tourism experiences that it offers (Kline, Greenwood and Joyner, 2015). Even though there is a well-established and broad body of literature on COO, gaps do remain that this paper will attempt to fill as part of its contribution to knowledge.…”

Section: Introductionmentioning

confidence: 99%

“…Local food and drink is also a part of a destination's culture, and thus can represent this culture to tourists, providing a more authentic experience for those who consume the local produce (Seal and Siramanayagam, 2018). It is also recognised that even 'foodie' tourists comprise many different segments, and it would therefore not be the most effective strategy to treat them homogeneously (Kline, Greenwood and Joyner, 2015).…”

Section: Introductionmentioning

confidence: 99%

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Why would anyone come to Corfu to have a Heineken?

Skinner

Melewar

2020

QMR

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Purpose This paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the context of a microbrewery located on a Greek island that remains heavily dependent upon tourism. Design/methodology/approach Data were gathered from in-depth interviews with the microbrewery’s owner and senior management team to offer rich insights into the issues under investigation. Findings Findings stress the importance of the meanings that can be conveyed through brand names, including those that indicate authenticity of the brand’s origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer as part of the tourists’ vacation experience. Research limitations/implications Data were gathered from only a single company, and although highlighting important managerial decisions regarding brand naming, further research could be widened to other companies and other industries, and could explore these issues from the tourists own perspective rather than solely from a managerial perspective. Practical implications Results may offer insights for local producers, particularly small and medium-sized enterprises, whose markets serve both domestic and tourist consumers. Originality/value This research furthers knowledge into gaps on a range of issues arising in the literature that have hitherto not been previously linked, specifically: product COO/brand origin, cultural consumption of beverages and sense of place, issues of authenticity, souvenirs and experiential consumption.

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