Social routines and the consumption of food
in Innovation by demand

The existence of consumption routines is particularly significant for those interested in the diffusion of innovative consumer products. The implication is that existing routines need to be modified or broken for innovation to succeed. Product ranges are designed so that a hierarchy of products are offered to different social groups. Advertisements are also created and presented in a manner to make clear the social significance of consuming a certain good. The chapter defines a consumption routine as an executable capability for repeated consumption that has been learned or acquired by groups of consumers in response to social pressures or contexts. This notion of routine is taken from evolutionary economics, but is modified to take account of the sociology of consumption, in an explicit attempt to combine insights from both economic and sociological approaches. This chapter looks at the routine nature of food consumption and shows that both persistent social class and social mobility are significant determinants of changing routines, but operate in different ways for different foods.

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Innovation by demand

An interdisciplinary approach to the study of demand and its role in innovation


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