Essays about: "Guilt-free Narratives"

Found 1 essay containing the words Guilt-free Narratives.

  1. 1. A Guilt-free Guilty Pleasure - A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Y Nhi Do; Georgia Kakaletri; [2023]
    Keywords : Guilt-free Narratives; Healthism; Hedonic Food Consumption; Sensemaking; Cultural Branding; Identity; Business and Economics;

    Abstract : Title: A Guilt-free Guilty Pleasure: A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism Course: BUSN39 - Degree Project in Global Marketing Authors: Y Nhi Do & Georgia Kakaletri Keywords: Guilt-free Narratives, Healthism, Hedonic Food Consumption, Sensemaking, Cultural Branding, Identity Purpose: The purpose of this thesis is to explore the way consumers make sense of guilt-free narratives in the case of hedonic food consumption and how they cope with the tension between healthism-hedonism. Background: Most relevant studies in the field of food and health focus on psychological motives, and mainly follow a quantitative methodology, which lacks an in-depth analysis of the topic. READ MORE