Organic intimacy: emotional practices at an organic store
Abstract The article tells the story of the rise and fall of the organic store Yggdrasill in Iceland. That story features humble founders, caring customers, dedicated staff, as well as anonymous investment funds, and it describes the conversion of organics from a niche market to mainstream consumpti...
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ftrepec:oai:RePEc:spr:agrhuv:v:35:y:2018:i:3:d:10.1007_s10460-018-9851-y 2023-05-15T16:49:47+02:00 Organic intimacy: emotional practices at an organic store Jón Þór Pétursson http://link.springer.com/10.1007/s10460-018-9851-y unknown http://link.springer.com/10.1007/s10460-018-9851-y article ftrepec 2020-12-04T13:31:02Z Abstract The article tells the story of the rise and fall of the organic store Yggdrasill in Iceland. That story features humble founders, caring customers, dedicated staff, as well as anonymous investment funds, and it describes the conversion of organics from a niche market to mainstream consumption. Through an ethnographic account of everyday life at the organic store, the article analyzes how intimacy within the modern food chain is established through emotional practices. Staff and customers share feelings of reciprocity, not only towards organic producers, but also towards each other through acts of selling and buying organic products, forming intimate attachment and creating trust to counter the fears and anonymity of the modern food chain. Drawing on theories of affect and emotional practices and combining ethnography with narrative analysis, the article explores the role of emotions and how the doing of emotions makes organic food consumption meaningful within the industrial food system. Organic food, Ethnography, Emotions, Intimacy, Affects, Consumption, Narrative, Retail, Rhythm, Emotional labor Article in Journal/Newspaper Iceland RePEc (Research Papers in Economics) |
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RePEc (Research Papers in Economics) |
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Abstract The article tells the story of the rise and fall of the organic store Yggdrasill in Iceland. That story features humble founders, caring customers, dedicated staff, as well as anonymous investment funds, and it describes the conversion of organics from a niche market to mainstream consumption. Through an ethnographic account of everyday life at the organic store, the article analyzes how intimacy within the modern food chain is established through emotional practices. Staff and customers share feelings of reciprocity, not only towards organic producers, but also towards each other through acts of selling and buying organic products, forming intimate attachment and creating trust to counter the fears and anonymity of the modern food chain. Drawing on theories of affect and emotional practices and combining ethnography with narrative analysis, the article explores the role of emotions and how the doing of emotions makes organic food consumption meaningful within the industrial food system. Organic food, Ethnography, Emotions, Intimacy, Affects, Consumption, Narrative, Retail, Rhythm, Emotional labor |
format |
Article in Journal/Newspaper |
author |
Jón Þór Pétursson |
spellingShingle |
Jón Þór Pétursson Organic intimacy: emotional practices at an organic store |
author_facet |
Jón Þór Pétursson |
author_sort |
Jón Þór Pétursson |
title |
Organic intimacy: emotional practices at an organic store |
title_short |
Organic intimacy: emotional practices at an organic store |
title_full |
Organic intimacy: emotional practices at an organic store |
title_fullStr |
Organic intimacy: emotional practices at an organic store |
title_full_unstemmed |
Organic intimacy: emotional practices at an organic store |
title_sort |
organic intimacy: emotional practices at an organic store |
url |
http://link.springer.com/10.1007/s10460-018-9851-y |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
http://link.springer.com/10.1007/s10460-018-9851-y |
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1766039968273137664 |