New paths in researching “alternative” consumption and well-being in marketing: alternative food consumption / Alternative food consumption: What is “alternative”? / Rethinking “literacy” in the adoption of AFC / Social class dynamics in AFC

Abstract

In line with the Fifth Transformative Consumer Research Conference held at Villanova University, USA, in 2015, we chaired a dialogical track that involved seven international researchers working on “alternative food system.” Among many other subjects that emerged from brainstorming, three overarching themes were identified as significantly important for furthering research on “alternative” consumption and well-being. Manna, Ulusoy, and Batat explore the meanings behind alternative food consumption and discuss the role of ideology and anti- and post-sociocultural structures in shaping AFC meanings. Peter, Batat, and Ulusoy propose to rethink “literacy” in the adoption of AFC and offer a framework that represents a blueprint in the definition of literacy considering the adoption of other sustainable alternative behaviors (e.g. vegetarian diet, car pooling, recycling). Finally, Vicdan, Batat, and Hong explore social class dynamics in AFC. The three essays suggest potential areas of research with a focus on alternative modes of consumption and well-being and contribute to the theoretical conceptualization in marketing theory.