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Browsing by Author "Maaninka, Tiila"

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  • Maaninka, Tiila (2018)
    The meaning of food has become more diversified and the requirements for food have grown. Therefore, food choice is not easy. According to studies, the price of food is one of the three most important determinant for food choice, and its importance has increased in recent years. Household's financial and human resources either restrict or facilitate the choice of food. The purpose of this case study is to find out and describe the consumer's views on food choice with a low budget. The case of the study is a Facebook-challenge with a huge popularity and media perception. The intended of the challenge was to spend only 3.50 euros on a day per person on a healthy diet for a month. There are three research questions: 1. What kind of groups are the participants in the challenge divided about the implementation? 2. What are the meanings for the challenge written in Facebook? 3. What resources are needed to implement a low budget? The research data consists of texts that have been written in Facebook group discussions by the participants in the challenge. The data was analyzed using the content analysis. The participants in the challenge were divided into three groups according to their ways to take the challenge. "Skillful" were already in a low budget before the challenge, the "learners" changed their habits a lot, but "experimenters" were unable to achieve the challenge according to rules. All of the groups included people who learned something about the challenge or somehow benefited, so people with different resources are able to achieve a low budget challenge. The study confirmed that human resources are increasing in use. Sharing ideas with others increases social capital that helps to increase the resources of others. Observing and changing habits raises mental capital. The interchangeability of resources was also confirmed during the study. Resources to be used as a substitute for money are specially used in skills. Home economic teaching in elementary school needs to be implemented and developed to increase skills. Living in a low budget also requires support from other people, health and time. Technology and social media make new ways of getting support from other people and social capital growth.