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Browsing by Subject "taste"

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  • Pesonen, Pinja (2011)
    Purpose of my thesis was to survey consumers views about the factors influencing how to choose eco-products. I analyzed the purchase of eco-products through three themes. They were greenery, responsibility and purity in product selection and so called everyday luxury. Empirical part of my research consists of 10 theme interviews. Research targets were customers of eco market Ruohonjuuri. I searched the interviewees by billboard announcements and through Ruohojuuri Facebook web site. In addition an interview day in Ruohonjuuri gave more interviewees to this project. I wrote summaries of the interviews and analyzed the information by themes. Current environmental issues affect how we experience our everyday lives in the future. Green and responsible consumer pays respect how his consumer decisions affect to the environment. Green consumer decisions mean sustainable consuming ways like recycling garbage, flea market recycling and choosing eco-friendly eco-products. According to this research material it can be said that eco-friendliness of eco-products are closely connected to organic production and organic products. Helping to influence on well-being of others, eco-products are also seen as ethical and moral choices. Therefore many expectations and doubts focus on eco-products. According to my material the product was not necessarily experienced as eco-product if there had been used a lot of resources in the process of making it. Consumers are interested in the origin of the food and from it's authencity. Unlike other products the eco-products are experienced as pure alternatives. Purity in eco-products is perceived as safe by quality and healthy and they are also tasteful. On the basis of my interview material it can be said that eco-products were experienced as specialities to everyday purchases. Everyday luxury gives pleasure to it's user. By purchasing eco-products you can also build your own lifestyle and differentiate from others. Based on the research material people go to eco markets to circle around, to buy impulse purchases and to search for new products. Shopping in eco market can be both pleasant and enjoyable even if only considering about buying something without actually buying anything. Eco-product as a present tells something about its giver and brings a piece of luxury to its receiver for example in form of organic chocolate.
  • Mikkola, Pia (2018)
    This thesis is a study of cultural, corporal, social, symbolic and economic forms of capital of the Western surfers in Bali, Indonesia. The thesis follows Pierre Bourdieu's theory of social distinction. The study examines what types of capital exist in the surfing social field of Western surfers in Bali, and how these different forms of capital function, how they are established and negotiated. Study also analyses how social distinctions are created and negotiated through the distribution of capital. This study is based on a four and a half month long ethnographic fieldwork in spring 2015 in the southern parts of Bali, Indonesia. Methods used are participant observation, 10 in-depth interviews and informal discussions, as well as observations in the field and local surf related magazines. The informants of this study were surfers from Western countries who lived in Bali permanently or for and extended period of time. The analytical section of this thesis is divided into four sections on the basis of different forms of capital. First, analysis is provided on how and what types of bodily and perceptive skills and knowledge constitute surfers' corporeal capital. The second section focuses on the types of narratives that surfers use to constitute surfing experience and surfed place. The analysis suggests that in the narratives of individual experiences, surfers use socially legitimated ways of storytelling and contribute to the construction of surfing social field through the circulation of these narratives. The third section focuses on symbolic capital produced in surfing advertisements and negotiated amongst surfers and the surfing brands. The section illustrates how surfing brands harness symbolic capital relevant to the surfing social field and turn it into economic capital. Lastly, analysis is provided on surfing lifestyle. The section observes how surfers rationalize their lifestyles as personal choices, but suggests that they are choices available to these agents through their relative affluence that enables making choices distanced from necessity. This study suggests that surfing social field is constructed in visual and oral narratives that both the surfers and the surf brands produce. It is noted that whilst acquisition of relevant corporeal skills and capital seems to function as a gatekeeper to the surfing field, it is through relevant affluence and existing economic capital that enables the significant personal investments of time and efforts to gain this entrance. Thus, it is argued that the possibilities of Western surfers in Bali are linked broader global construction of social hierarchies and unequal distribution of affluence.