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Anthropologists find out why we (don’t) buy organic food

(LINKS UPDAtED 4.1.2021) As part of its ongoing market research efforts, a Seattle-based company employs a dozen anthropologists and sociologists. Every one of them has a Ph.D. The researchers are accompanying consumers on their supermarket trips and peeking in their refrigerators and pantries during home visits, we read in the Seattle Post-Intelligencer.

As usual, anthropologists come up with surprising results to the marketers. Shopping is no economic but also an social activity. The most decisive factor in organic-food buying is not price.

Laurie Demeritt, the company’s president, sums up some results:

“It’s more about which product, what it means to the consumer and the value they attach. Here’s an example: We will be shopping with a woman and she stops to put organic strawberries in her shopping cart. The strawberries cost $2 more than conventionally grown strawberries. The question is, why?”

The answer in this case was the woman was buying those strawberries for her children, and she had heard and read that strawberries have some of the greatest amounts of pesticide residues. (…) Just a minute later, the same shopper is passing on organic broccoli and putting a conventional bunch in her cart. Why, the researcher queries? The organic broccoli is only 50 cents more per pound. Because the woman said she was only buying the broccoli for her husband and ‘he’s toxic already. She didn’t put the same value on the lack of pesticides.”

Similarly, organic milk has its own buying logic. Demeritt said low-income mothers consistently buy organic milk for their kids even if the price is significantly more, nearing twice as much in some instances.

>> read the whole story in the Seattle Post-Intelligencer

PS: Nearly at the same time two more articles on corporate anthropology appeared in the news How To Build A Better Product—Study People appeared in PCMag.com. It contains both many well known facts and some newer information, among others about INTELS research on “transnationals”. And in the Toronto Star: Buyer beware: You’re being watched. Anthropologists, sociologists and neurologists are feverishly studying how we shop

SEE ALSO:

Food company works with anthropologists for ad-campaign

Open Access journal “Anthropology of Food”

food and drink – news archive

Popular IT-anthropologists: Observe families until they go to bed

Ethnography, cross cultural understanding and product design

The emerging field of commercial ethnography

Designing for Couples: Product Anthropology?

(LINKS UPDAtED 4.1.2021) As part of its ongoing market research efforts, a Seattle-based company employs a dozen anthropologists and sociologists. Every one of them has a Ph.D. The researchers are accompanying consumers on their supermarket trips and peeking in their…

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A Solar power equipped school as gift to the Maasai: Good or bad?

Journalists often draw strict lines between “us” – the modern – and “them” – living in the stone age – although, as anthropologist Kerim Friedman put it we’re all modern now.

According to a recent story by Knight Ridder Newspapers, a gift to Maasai people in Kenya “adds fuel to debate on tribe’s future”. The article starts like this:

For centuries, the Masai people of Kenya have lived in huts without power or running water, used plants and minerals to heal themselves, and survived on a diet of cow milk, meat and blood.

So when Patrick O’Sullivan, a visitor from Silicon Valley entered one of their villages and left behind a school equipped with solar power, laptops and a projector, he sparked an old debate about the tribe’s desire to preserve its culture while surviving in a modern world encroaching on its way of life.

What follows is a typical debate that might have taken place in so called modern socities when Internet was introduced: The elder people are rejecting changes:

But with the light came questions for the entire village. Elders – who had spent much of their lives resisting assimilation into the modern world, fighting British colonizers, and lobbying the Kenyan government for the tribe’s right to self-sufficiency – felt their work was being lost in the tide of support from parents and teachers for O’Sullivan’s school.

“Mostly elder people don’t absolutely want the change. They want people to be as they were before,” David Ole Koshal, leader of Oloolaimutia village, said on O’Sullivan’s video footage.

What is so special about it? Why focus on the resistance by the elder people? As we read, most people embrace the changes:

Most Masai parents and teachers were delighted with the new tools for their children. The school’s enrollment doubled from roughly 200 to 410, partly because children tending cattle during the day were able to attend classes at night thanks to solar-powered lights.

But as anthropology professor Lea B. Pellett said:

The more information and knowledge the better, but the Masai will have to take ownership of the change and preserve what is most important to them from their culture.

>> read the whole story in the Central Daily

SEE ALSO:

What Is An “Ancient People”? – We are All Modern Now!

Cultural lag, a lethal drag

Women in Cameroon:Information technology as a way out of the cultural cul-de-sac

“Aboriginal knowledge is science”

Journalists often draw strict lines between "us" - the modern - and "them" - living in the stone age - although, as anthropologist Kerim Friedman put it we're all modern now.

According to a recent story by Knight Ridder Newspapers,…

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– Arbeidsgivere vet minst om sosialantropologi

Blant SV-utdannede på Blindern (UiO) kommer statsvitere og samfunnsøkonomer raskest i jobb, mens sosialantropologer og samfunnsgeografer sliter mest, skriver Universitas som omtaler en kandidatundersøkelse ved Det humanistiske fakultet (HF) og Det samfunnsvitenskapelige fakultet (SV) ved UiO.

Den viser blant annet at 35 prosent av studentene ikke har fast jobb ett år etter endt utdannelse. Etter fem år er fortsatt 37 prosent av HF-studentene og 25 prosent av SV-studentene uten fast jobb.

Interessant er studentenes inntrykk at arbeidsgivere ikke vet hva UiO-studentene kan og at det er sosialantropologi som arbeidsgiverne har minst kjenneskap om.

>> les hele saken i Universitas

SE OGSÅ:

Flere akademikere uten jobb

Debatt om ny undersøkelse: “Samfunnsvitere er jobbtapere”

Den vanskelige overgangen fra lesesalen til arbeidslivet: Sosialantropolog Kristina Lucumí Johansen for mer fokus på «anvendbar» antropologi

antropologer utenfor akademia – nyhetsarkiv

spesial om business og anvendt antropologi

Blant SV-utdannede på Blindern (UiO) kommer statsvitere og samfunnsøkonomer raskest i jobb, mens sosialantropologer og samfunnsgeografer sliter mest, skriver Universitas som omtaler en kandidatundersøkelse ved Det humanistiske fakultet (HF) og Det samfunnsvitenskapelige fakultet (SV) ved UiO.

Den viser blant annet…

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Forskning på innvandrerbutikker: 60 til 80 timers arbeidsuker er regelen

Innvandrere som driver egne forretninger, jobber over dobbelt så mye som “vanlig”. I sosialantropolog Anne Krogstad sin nye forskningsrapport “En stillferdig omveltning i matveien” oppgir de intervjuede at 60 til 80 timers arbeidsuker er regelen fremfor unntaket, og feltobservasjoner støtter påstanden, skriver Aftenposten.

Sosialantropologen forteller:

– I løpet av de siste 30 årene har såkalte innvandrerforretninger sprengt seg frem i markedet, ofte til tross for byråkratiske hindre. Hovedmotivene er arbeidsledighet eller at de har tatt et selvstendig valg om å drive egen virksomhet. Mange viderefører også levemåter fra hjemlandet. Mye av dette er små levebrødsforretninger, så jeg tror arbeidsmengden er en nødvendighet for å få det til å gå rundt. I undersøkelsen ga flere uttrykk for at de var utslitt ved 50- 55-årsalderen, og ønsket at yngre generasjoner skulle ta over.

– Optimismen er større enn hva økonomien burde tilsi. Men butikkeierne definerer suksess på flere måter enn i kroner og øre.

>> les hele saken i Aftenposten

Rapporten ble publisert som bok. Jeg antar at den baserer seg på en tidligere publikasjon med samme navn (kom ut i 2002). Rapporten “En stillferdig revolusjon i matveien. Etniske minoriteter og kulinarisk entreprenørskap” kan lastes ned som pdf-fil.

SE OGSÅ:
Etnisk økonomi – nytt nummer av tidsskriftet Axess

PS: For mer info om rapportene gå til Anne Krogstads hjemmeside, jeg kan ikke linke direkte til dem. De bruker vel et rart publiseringssystem?

Innvandrere som driver egne forretninger, jobber over dobbelt så mye som "vanlig". I sosialantropolog Anne Krogstad sin nye forskningsrapport "En stillferdig omveltning i matveien" oppgir de intervjuede at 60 til 80 timers arbeidsuker er regelen fremfor unntaket, og feltobservasjoner støtter…

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