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Consumer Autonomy and Food Choices

Dr Caroline Moraes c.moraes@bham.ac.uk Birmingham Business School. Consumer Autonomy and Food Choices. Food and Fairness Inquiry – Fair Say: Autonomy and Voice – 26 th November 2009. 1. How much autonomy do consumers have and feel in general when it comes to their food choices ? .

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Consumer Autonomy and Food Choices

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  1. Dr Caroline Moraes c.moraes@bham.ac.uk Birmingham Business School Consumer Autonomy and Food Choices Food and Fairness Inquiry – Fair Say: Autonomy and Voice – 26th November 2009 1

  2. How much autonomydo consumers have and feel in general when it comes to their food choices?

  3. How much? Beliefs, values, neutralization techniques Managerial practices and discourses Habits, norms, contextual cues, socialization Information (quality/type/ability) Structural incentives and barriers Access and availability Green discourses Economic Downturn Governmental discourses

  4. Concluding remarks • Plenty of autonomy and choice (for some) • Consumers (people!) are not a homogeneous group • ‘Governmentality’ as framework • Social marketing thinking/ practice can help

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