A Cultural Taboo: How Social Media Is Transforming the French ‘Slow Food' Hegemony

A Cultural Taboo: How Social Media Is Transforming the French ‘Slow Food' Hegemony

Jessica Lichy (IDRAC Business School, France), Maher Kachour (IDRAC Business School, France), Blandine Hetet (IDRAC Business School, France) and Patrick Kiley (Presbyterian College, USA)
Copyright: © 2017 |Pages: 23
DOI: 10.4018/978-1-5225-2466-3.ch008
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Abstract

The recent arrival of American gourmet-style food-trucks to the streets of France is transforming consumer behaviour. In France, a nation whose culture has traditionally experienced food as a blend of ‘art, pleasure and leisure,' the perception of Anglo-Saxon food-trucks as ‘junk food' is now being challenged. A new generation of re-conceptualized food-trucks are catering to French consumers - who still demand high-quality food but who are willing to try a new format. Communication via social networking sites (SNS) has acted as a catalyst for changing food consumption. Information about food-trucks is shared digitally across communities of interest, drawing attention to the marketing power of contemporary consumers. These ‘micro-communities of food' have created social groups that now congregate in the streets of France rather than in traditional, sit-down restaurants. This study explores the food-truck trend that is emerging in France with the intention of putting forward a new framework that identifies the factors which influence the purchase of food-truck products in France.

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