Keywords: Moral identity
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Journal Articles
British Food Journal (2025) 127 (13): 914–929.
Published: 20 November 2025
... from the sociological ambivalence theory, it examines how EACs construct moral identity projects (MIPs) through artisan food consumption, challenging the ethical/mainstream consumer dichotomy that dominates current literature. Design/methodology/approach A qualitative study was conducted...

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