11-J: Moral Legitimation of Hybrid Consumption Practices: a Study of Gluten-Free Lifestyles

Ana Babic Rosario, University of Denver, USA
This study explores how consumers legitimize hybrid consumption practices, such as gluten-free eating, to support their identity work. Based on netnographic, interview, and archival data, several consumer strategies for moral legitimation were identified. The insights extend the work on consumer and practice legitimation to the context of hybridized cultural forms.
[ to cite ]:
Ana Babic Rosario (2017) ,"11-J: Moral Legitimation of Hybrid Consumption Practices: a Study of Gluten-Free Lifestyles", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1013-1013.