Co to jest jedzenie naturalne? Socjonatura na targowisku
What is Natural Food? Socionature at Food Markets

Summary/Abstract: The objective of the article is to analyse the way in which customers of fresh food markets define natural food. The arguments made are based on 15 individual in-depth interviews conducted with customers of markets in Krakow and smaller towns in the Małopolska region. A relational approach and the premises of Actor-Network Theory were applied during the analysis, permitting the specific nature of the social category of naturalness of food to be identified. Food here is understood as a product of human and non-human factors, socionature, and the effect of coproduction.The article also develops the theme of the criteria and legitimation of consumer choices in the area of food and the importance of competences and social capital during shopping. It illustrates the link between the category of naturalness and those of trust, safety, cleanness, dirtiness and “chemicals”. Taken into account in the interpretation was the socio-economic context, including personal experience of food production and scepticism towards “eco” brands.

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