Consumers’ Alternative Dietary Lifestyles – a Narrative Approach

Ilona Mikkonen, Aalto Univesity, Finland
Elina Koivisto, Aalto Univesity, Finland
Anniina Luukkonen Aalto University, Finland
The present study reports preliminary findings from a project on consumers alternative dietary choices. It takes a narrative approach to explore how consumer make sense of their decision to reject official nutrition recommendations, and why they choose to follow a diet not generally accepted as healthy.
[ to cite ]:
Ilona Mikkonen, Elina Koivisto, and Anniina Luukkonen Aalto University (2012) ,"Consumers’ Alternative Dietary Lifestyles – a Narrative Approach", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1108-1108.