Catching the Health Wagon: Consumers' Strategies of Control in Healthy Food Consumption

This two-step qualitative study, consisting of netnography and in-depth interviews with consumers and dietitians, focuses on cooking and eating practices to understand how consumers adopt what they perceive as healthy eating behaviors. We find four strategies through which consumers try to establish control over their food consumption and general well-being.


S. Sinem Atakan and Meltem Ture (2017) ,"Catching the Health Wagon: Consumers' Strategies of Control in Healthy Food Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 503-506.


S. Sinem Atakan, Ozyegin University, Turkey
Meltem Ture, Université de Lille, France


NA - Advances in Consumer Research Volume 45 | 2017

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