Authors
Archana P Voola, Ranjit Voola, Jessica Wyllie, Jamie Carlson, Srinivas Sridharan
Publication date
2018/11/27
Journal
European Journal of Marketing
Volume
52
Issue
12
Pages
2423-2448
Publisher
Emerald Publishing Limited
Description
Purpose
This paper aims to investigate dynamics of food consumption practices among poor families in a developing country to advance the Food Well-being (FWB) in Poverty framework.
Design/methodology/approach
The research design used semi-structured interviews with 25 women and constructivist grounded theory to explore food consumption practices of poor families in rural South India.
Findings
Poor families’ everyday interactions with food reveal the relational production of masculinities and femininities and the power hegemony that fixes men and women into an unequal status quo. Findings provides critical insights into familial arrangements in absolute poverty that are detrimental to the task of achieving FWB.
Research limitations/implications
The explanatory potential of FWB in Poverty framework is limited to a gender (women) and a specific country context (India). Future research can contextualise the …
Total citations
2019202020212022202320242891197
Scholar articles
AP Voola, R Voola, J Wyllie, J Carlson, S Sridharan - European Journal of Marketing, 2018