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

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).



Citation:

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 .

Authors

Kathleen Micken, Roger Williams University, USA
Scott Roberts, St Edwards University, USA
W. Brett McKenzie, Roger Williams University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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