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Organic intimacy: emotional practices at an organic store

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  • Jón Þór Pétursson

    (Lund University)

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.

Suggested Citation

  • Jón Þór Pétursson, 2018. "Organic intimacy: emotional practices at an organic store," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 35(3), pages 581-594, September.
    • Handle: RePEc:spr:agrhuv:v:35:y:2018:i:3:d:10.1007_s10460-018-9851-y
    DOI: 10.1007/s10460-018-9851-y
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    References listed on IDEAS

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    1. Miller, Daniel, 2001. "The Dialectics of Shopping," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226526461, December.
    2. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
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    Cited by:

    1. Nareerut Seerasarn & Servel A. Miller & Apinya Wanaset, 2020. "Transitioning to Organic Rice Farming in Thailand: Drivers and Factors," Asian Journal of Agriculture and rural Development, Asian Economic and Social Society, vol. 10(3), pages 740-748, October.
    2. Seerasarn, Nareerut & Miller, Servel A. & Wanaset, Apinya, 2020. "Transitioning to Organic Rice Farming in Thailand: Drivers and Factors," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 10(03), January.

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