• norsk
    • English
  • norsk 
    • norsk
    • English
  • Logg inn
Vis innførsel 
  •   Hjem
  • 2 Doktoravhandlinger ved Universitetet i Sørøst-Norge
  • Marketing management
  • Vis innførsel
  •   Hjem
  • 2 Doktoravhandlinger ved Universitetet i Sørøst-Norge
  • Marketing management
  • Vis innførsel
JavaScript is disabled for your browser. Some features of this site may not work without it.

Three Essays on Market Shaping Dynamics in Digital Local Food Markets

Bentsen, Kristin
Doctoral thesis
Published version
Thumbnail
Åpne
Kappe og 1 artikkel (5.060Mb)
Permanent lenke
https://hdl.handle.net/11250/2832452
Utgivelsesdato
2021
Metadata
Vis full innførsel
Samlinger
  • Marketing management [8]
Sammendrag
The overall purpose of this research was to investigate how and why markets emerge,

change and vary. In traditional consumer and marketing literature, adoption models, such

as the theory of planned behavior and the diffusion of innovations, explain why

consumers choose to adopt products and services developed by producers and providers.

However, a growing number of studies have sought to reveal how consumers both

generate and shape markets. One such approach currently unfolding in the marketing

literature is the market system dynamics (MSD) perspective. This perspective suggests a

contrasting view on traditional consumer adoption theories, one that is centred around

understanding markets as social, multilevel systems that are co-created between

consumers and producers. This dissertation argues that such a perspective may help shed

light on the complexity of how and why multiple stakeholders shape, and are shaped by,

markets. The research context is the fast-growing Scandinavian local food phenomenon

of REKO markets. A literature study and a nearly three-year-long ethnographic

investigation provide the data for the three complementary essays covered in this thesis.

The thesis overview is written to reflect the emergence of the research question and the

complementary articles. I first started this study with exploring how traditional

perspectives on what may be regarded as the local food phenomena, often in the

traditional literature was explained with theories on adoption and diffusion of innovation.

Through addressing RQ 1: How are traditional perspectives on consumer adoption and

diffusion applied in research in order to understand local food markets, and how is

consumer adoption of local food markets understood from an MSD perspective? I found

that they fell short in explaining how contemporary markets such as alternative local food markets, emerge, change and vary. I found that by applying the novel MSD approach,

these limitations could be addressed. In the course of my ethnographic journey, the

market shaping phenomenon of moral policing emerged. My emergent focus is

articulated in RQ 2: How are markets shaped by the moral principles by which they are

animated, and how does moral policing affect dynamics in digital local food markets?

Addressing RQ2 inspired me to further investigate the complexity of market-shaping

dynamics in contemporary local food markets to develop insights on how digital

platforms can support the moralization of markets. Abductive inferences developed from

extant research on morality in contemporary markets is explored in RQ3: How do

particular digital affordances influence the moralization of digital local food markets?

As such, the first essay takes the form of a literature review article entitled “Consumers

in Local Food Markets: From Adoption to Market Co-creation?” It explores whether

traditional models of adoption and diffusion can still be applied to understanding new

phenomena, such as local food markets. This study identifies three main challenges within

the literature on the adoption and diffusion of local food: the lack of a clear definition of

what constitutes local food, divergent market assumptions and disparate consumer

assumptions. These challenges highlight the need for new perspectives on consumer

adoption and diffusion of local food. The second essay takes the form of an empirical

research article entitled “Should You Be Doing That? An Exploration of Moral Policing

by Everyday Market Participants.” It investigates one particular aspect of how markets

are shaped: the policing of the moral principles undergirding them. This study identifies

three inter-related questions regarding the phenomenon of moral policing: What triggers

moral policing? How does moral policing vary in markets? And what consequences are

likely to be precipitated by moral policing? Finally, the third essay takes the form of a conceptual article: “Can Digital Platforms Support Moralized Markets? An Analysis of

Affordances that Matter to Moralization.” This article examines how the affordances

offered by digital platforms may support the formation and maintenance of markets with

explicit moral principles (moralized markets) guiding the interactions between market

actors. This article identifies moralizing affordances that support the moralization of

contemporary digital markets
Består av
Paper 1: Bentsen, K., and P. E. Pedersen. 2020. “Consumers in Local Food Markets: From Adoption to Market Co-creation?” British Food Journal, 123, no.3: 1083-1102.

Paper 2: Bentsen, K., E. Fischer, and P. E. Pedersen. “Should You Be Doing That? An Exploration of Moral Policing by Everyday Market Participants” (Submitted to Journal of Consumer Research)

Paper 3: Bentsen, K., “Can Digital Platforms Support the Moralization of Markets? An Analysis of Affordances that Matter to Moralization” (To be submitted to Marketing Theory)
Utgiver
University of South-Eastern Norway
Serie
Doctoral dissertations at the University of South-Eastern Norway;113
Opphavsrett
Copyright the author

Beslektede innførsler

Viser innførsler beslektet ved tittel, forfatter og emneord.

  • Ethics and the marketing authorization of pharmaceuticals: what happens to ethical issues discovered post-trial and pre-marketing authorization? 

    Bernabe, Rosemarie de la Cruz; van Thiel, Ghislaine J.M.W.; Breekveldt, Nancy S.; Gispen, Christine C.; van Delden, Johannes J.M. (Peer reviewed; Journal article, 2020)
    Background: In the EU, clinical assessors, rapporteurs and the Committee for Medicinal Products for Human Use are obliged to assess the ethical aspects of a clinical development program and include major ethical flaws in ...
  • Consumers in local food markets: From adoption to market co-creation 

    Bentsen, Kristin; Pedersen, Per Egil (Journal article; Peer reviewed, 2020)
    Purpose: The purpose of this paper is to explore the consumer adoption literature on local food. This study discusses the applicability of traditional models of adoption and diffusion to understand new phenomena such as ...
  • Efficient market and signaling hypothesis on Vietnam Stock Exchange 2006-2009 

    Nguyen, Thi Kim Yen (Master thesis, 2011)
    Efficient market and signaling hypothesis are interesting topics that have interested many researchers. This study tests the signaling theory of dividend announcements and examines the day of the week effect for the Vietnam ...

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit
 

 

Bla i

Hele arkivetDelarkiv og samlingerUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifterDenne samlingenUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifter

Min side

Logg inn

Statistikk

Besøksstatistikk

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit