The «right food»: expressing identity through food consumption choices
DOI:
https://doi.org/10.21142/DES-1803-2026-e0075Keywords:
Communication of identity, identity, consumption and identity, symbolism of consumptionAbstract
In the context of contemporary consumption, products function beyond their practical use and communicate an individual's identity. Studies have explored the relationships between consumption and personal identity, but gaps remain regarding the use of food and beverages for identity purposes, particularly in a Latin American context. Using reflective thematic analysis of six focus groups, theoretically guided by identity signaling theory, the concept of «correct food» is proposed: a practice whereby individuals select and display foods that embody ethical, aesthetic, and nutritional values to project their identity to others. This concept operates through textual and nontextual forms of signaling, modulated by group belonging, which validates identity in communities of shared values. The research contributes to the field of identity communication and the symbolism of consumption.
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