Mythological Dairy Connections to Nature and Rural Life

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 810-810.


Jack S. Tillotson, Aalto University, Finland
Diane M. Martin, Aalto University, Finland


NA - Advances in Consumer Research Volume 43 | 2015

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