NUPPRE

Consuming food is an essential part of a person’s daily functioning. Recently, Marketing researchers have started to shift from a paradigm of viewing food as health – wherein food consumption is explored from a paternalistic perspective – to an integrative approach of food as a factor that impacts well-being (Block et al., 2011). This research recognizes the more holistic role food plays in consumers’ lives as it relates to broader individual and societal barriers (e.g., when healthy food is not accessible; Scott & Vallen, 2019). Using this lens, it is possible to explore the role of marketing in improving well-being (e.g., by studying factors that can be used to increase fruit or vegetable intake, attenuating factors that hinder healthy food consumption, or examining the symbolic meanings behind meals). We solicited novel empirical research from both positivist and interpretevist paradigms that addresses outcomes traditionally associated with health in the food domain (e.g., dieting, obesity, food consumption, food evaluation) as well as less considered food outcomes that impact consumer or social outcomes (e.g., sociocultural influences on food consumption, sustainable food choices, fair-trade or “ethical” food choices). We also welcomed research on traditionally understudied groups, such as research exploring how people with food allergies or food intolerances make food choices or process food labels or how people from developing nations navigate the food marketplace.

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