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

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.



Citation:

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.

Authors

Ana Babic Rosario, University of Denver, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

You are not as Smart as You Think You are: Effects of Self-perceived Knowledge on Consumer Information Processing and Decision Making

Ruomeng Wu, University of Cincinnati, USA
Brianna Escoe, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA

Read More

Featured

When Less is More: Not Showing the Product’s Picture in an Advertisement Can Increase Product Evaluations

Tao Tao, Hong Kong Baptist University, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

14-B: Can’t Switch Off: The Impact of an Attentional Bias on Attitudes

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute, USA
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.