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EMAC 2021 Annual Conference


FOOD CONSUMPTION AND TIME: MEANINGS AND PROCESSES UNDERLYING CHOICES
(A2021-94698)

Published: May 25, 2021

AUTHORS

Meltem Hut, Newcastle University; Danae Manika, Brunel University London; Josephine Go Jefferies, Newcastle University ; Savvas Papagiannidis, Newcastle University Business School

ABSTRACT

Time is an essential part of consumer life and comprises a multitude of meanings that are eminently personal. Given the effects of Covid-19 on daily lives (e.g., less commuting, childcare at home, less social time), understanding how time influences food consumption from a consumer’s perspective is important. Prior literature has acknowledged the relationship between time and food consumption, particularly the “fastness” and “slowness” of the passage of time. This qualitative study involved conducting 25 in-depth interviews and applied thematic analysis. The preliminary findings outline three meanings of time in relation to food consumption; and four views of food consumption among consumers: functional, habitual, experiential and spontaneous. Managerial and public policy implications are discussed.