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With multiple approaches, methodologies and theoretical traditions involved, the body of marketing research focused on health and food has grown particularly extensive, fragmented, and difficult to navigate. Driven by the goal of synthesizing three decades of research and reflecting on its development over time, this study provides a broad bibliographic, theoretical, methodological, and thematic assessment...
The following arguments are constructed around the encounter of embodied experiences and societal discourses. On the basis of an ethnographic study of 34 Danish consumers, we present different consumers' strategies in relation to their perception of healthy food and management of food‐related health risk. Drawing on a subsample representing particular subject positions in relation to healthy eating,...
This paper proposes a framework of discourses regarding consumers’ healthy eating as a useful conceptual scheme for market segmentation purposes. The objectives are: (a) to identify the appropriate number of health-related segments based on the underlying discursive subject positions of the framework, (b) to validate and further describe the segments based on their socio-demographic characteristics...
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