A Bite of Denmark in Japan: Making Sense of Country-of Origin in Daily Food Evaluations
Author
Eskildsen, Lisa Aoyama
Term
4. term
Publication year
2014
Submitted on
2014-05-28
Pages
79
Abstract
Globalisation has filled Japanese supermarkets with imported foods and left consumers to navigate products from many countries, including a small selection from Denmark. This thesis examines how female consumers in Japan make sense of Denmark as a country-of-origin cue in everyday retail food evaluations. Grounded in the Nation Equity framework, it analyzes how performance-based and emotion-based images of Denmark shape evaluations, drawing on data from a questionnaire (n=580) and interviews (n=22). The findings show that Japanese female consumers rely on both performance- and emotion-based images at the same time, and that sense-making is circumstantial and rooted in each person’s experiences and feelings, including product familiarity and experience, knowledge of Denmark and its region, interest in the country, and travel experience. The study offers insight into how the origin of a small, distant country is interpreted in Japan’s globalised food market.
Globaliseringen har fyldt japanske supermarkeder med importerede fødevarer og efterlader forbrugerne med at navigere mellem produkter fra mange lande, herunder et lille udvalg fra Danmark. Dette speciale undersøger, hvordan kvindelige forbrugere i Japan giver mening til Danmark som oprindelsesland i daglige fødevarevurderinger. Med udgangspunkt i Nation Equity-rammen analyseres, hvordan præstationsbaserede og følelsesbaserede billeder af Danmark præger vurderingerne, baseret på data fra et spørgeskema (n=580) og interviews (n=22). Resultaterne viser, at japanske kvindelige forbrugere anvender begge billedtyper samtidig, og at meningsdannelsen er situationsbestemt og forankret i den enkeltes erfaringer og følelser, herunder produktfamiliaritet og -erfaring, viden om Danmark og regionen, interesse for landet samt rejseerfaring. Studiet giver indsigt i, hvordan oprindelse fra et lille og fjernt land fortolkes på Japans globaliserede fødevaremarked.
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