The “baby boomers” is quickly becoming the largest age segment in the western world. But who are they and what are their attitudes and behaviour in regard too food consumption? Does the meaning of food and eating change as the consumer turns “grey” (55+)? Central issues of interest are food consumption in relation to identity and relations, to ideas of “family” and “home”, health ant the body, values on ecological food and sustainable living, attitudes to new technology, grocery shopping and store design, packages, products and brands.


Margaret K. Hogg, Pauline Maclaran, and Anne Murcott (2005) ,"Participants:", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Margaret K. Hogg, Manchester School of Management, UK
Pauline Maclaran, De Montford University, UK
Anne Murcott, University of Notingham, UK


E - European Advances in Consumer Research Volume 7 | 2005

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