Mythological Dairy Connections to Nature and Rural Life

Jack S. Tillotson, Aalto University, Finland
Diane M. Martin, Aalto University, Finland
This ethnographic study explores the mythological foundation of dairy consumption in Helsinki, Finland. Implications of the study include the need to recognize the nature/culture binary in westernized urban environments. Understanding other modes of figuration that emerge within society advances consumer research on product and brand attachment.
[ to cite ]:
Jack S. Tillotson and Diane M. Martin (2015) ,"Mythological Dairy Connections to Nature and Rural Life", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 810-810.