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Consumer Autonomy and Food Choices

This inquiry delves into the extent of autonomy consumers experience in their food choices, highlighting factors that shape their beliefs and values. It examines the influence of managerial practices, social norms, and contextual cues on consumer behavior. With a focus on information quality, structural incentives, and barriers, the discussion extends to government and economic narratives impacting consumer autonomy. The findings suggest diverse experiences among consumers and the applicability of social marketing to enhance informed 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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