Artisan Cheese: Pursuing Authentic Consumables in a Mass-Production World

Kathleen Micken, Roger Williams University, USA
Scott Roberts, St Edwards University, USA
W. Brett McKenzie, Roger Williams University, USA
Writers have recently focused on consumers seeking authenticity in their choices. Specific to the consumables area, some have studied tea (Gould 1998) and high-end wine (Beverland 2006). To better understand the complex concept of authenticity, we surveyed knowledgeable consumers about the characteristics of artisan cheese using Beverland’s authenticity attributes as a framework. Statistical analysis of our highly involved consumers’ responses revealed two overarching dimensions: seeking an authentic product (e.g., inputs are hormone and cruelty free) and preferring an authentic production process (e.g., made by hand, with passion and expertise).
[ to cite ]:
Kathleen Micken, Scott Roberts, and W. Brett McKenzie (2010) ,"Artisan Cheese: Pursuing Authentic Consumables in a Mass-Production World", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 864-865 .