ABSTRACT
This chapter deals with consumer behavior associated with shopping for meal ingredients. It highlights the case of Whole30 because it is a good example of a consumer obsession with scrutinizing food ingredients while planning and shopping for meals. Food acquisition is seen as part of a structured effort to enhance food experience and overall wellbeing within a disciplinary micro society, and it will be of interest to a range of scholars exploring consumer behavior, new consumer technologies, and the sociology of food. The chapter explores the influence of social media affordances on consumers’ shopping habits and sense-making of marketplace discourses, as well as interactions with the various spaces of the market – in the supermarket and online. Most of the time, consumers reach out for network support on the way to the supermarket or while standing by the product shelf.
