What You Eat Reveals Who You Are:
We propose that food choice may serve as a categorical basis for an individual’s self-identity, meaning “what you eat reveals who you are.” This type of social identity, namely, food identity (FI), can be a significant determinant of consumers’ attitudes and behavior. Whereas previous studies on FI...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2025-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.007/_html/-char/en |
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| _version_ | 1850113544373141504 |
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| author | Minoru Karasawa Kazutoshi Sasahara Hakche Ryu |
| author_facet | Minoru Karasawa Kazutoshi Sasahara Hakche Ryu |
| author_sort | Minoru Karasawa |
| collection | DOAJ |
| description | We propose that food choice may serve as a categorical basis for an individual’s self-identity, meaning “what you eat reveals who you are.” This type of social identity, namely, food identity (FI), can be a significant determinant of consumers’ attitudes and behavior. Whereas previous studies on FI have focused mainly on the choice of eating meat, we maintain that concerns about health and the moral implications of eating meat may entail FI involving a broader range of food choices. A food identity scale was constructed to measure the strength of FI among Japanese individuals. A factor analysis revealed two components of FI: health-oriented identity and amusement-oriented identity. The former component of FI was found to connote liberal-leaning values, whereas the latter component was interpreted as a reactionary tendency against the “do-gooder” character of the former. The results, including the value-laden implications, were consistent with evidence from a preceding study analyzing social media data. The roles played by social identity and ethical values with ideological connotations in consumer behavior are discussed. |
| format | Article |
| id | doaj-art-5a40342cb9c04025b42b5e42bd10b5a4 |
| institution | OA Journals |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| publishDate | 2025-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj-art-5a40342cb9c04025b42b5e42bd10b5a42025-08-20T02:37:06ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692025-01-0145151310.7222/marketing.2025.007marketingWhat You Eat Reveals Who You Are:Minoru Karasawa0Kazutoshi Sasahara1Hakche Ryu2Research Professor, Future Value Creation Research Center, Nagoya University, JapanProfessor, School of Environment and Society, Institute of Science Tokyo, JapanManager, Le-Techs Inc., JapanWe propose that food choice may serve as a categorical basis for an individual’s self-identity, meaning “what you eat reveals who you are.” This type of social identity, namely, food identity (FI), can be a significant determinant of consumers’ attitudes and behavior. Whereas previous studies on FI have focused mainly on the choice of eating meat, we maintain that concerns about health and the moral implications of eating meat may entail FI involving a broader range of food choices. A food identity scale was constructed to measure the strength of FI among Japanese individuals. A factor analysis revealed two components of FI: health-oriented identity and amusement-oriented identity. The former component of FI was found to connote liberal-leaning values, whereas the latter component was interpreted as a reactionary tendency against the “do-gooder” character of the former. The results, including the value-laden implications, were consistent with evidence from a preceding study analyzing social media data. The roles played by social identity and ethical values with ideological connotations in consumer behavior are discussed.https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.007/_html/-char/enfood identitysocial categorizationdietary choiceideologyethical consumption |
| spellingShingle | Minoru Karasawa Kazutoshi Sasahara Hakche Ryu What You Eat Reveals Who You Are: Maketingu Janaru food identity social categorization dietary choice ideology ethical consumption |
| title | What You Eat Reveals Who You Are: |
| title_full | What You Eat Reveals Who You Are: |
| title_fullStr | What You Eat Reveals Who You Are: |
| title_full_unstemmed | What You Eat Reveals Who You Are: |
| title_short | What You Eat Reveals Who You Are: |
| title_sort | what you eat reveals who you are |
| topic | food identity social categorization dietary choice ideology ethical consumption |
| url | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.007/_html/-char/en |
| work_keys_str_mv | AT minorukarasawa whatyoueatrevealswhoyouare AT kazutoshisasahara whatyoueatrevealswhoyouare AT hakcheryu whatyoueatrevealswhoyouare |