THE FASHION
IMPACT ON FOOD CONSUMPTION AND CONSUMER BEHAVIOUR
PRESENTED BY FOOD WRITER AND EXPERT GEORGIOS MALLIARIS
It is true that fashion has a direct impact on several aspects related to food consumption. Fashion models have to be thin without any extra weight. In order to respond to such iconic models people tend to consume less food avoid fatty food and reduce quantities. Sometimes, in particular young people., consume much less to their needs that face nutrient deficiencies or even further suffer anorexia. Fashion also tends to promote the consumption of specific types of food or brands either because famous people prefer them or paid to promote their consumption through their fame. Many types of food and brands have been established through the promotion of famous people. An example is the Nespresso ad with George Cloney. A famous chef induce people to try different food types like Gordon Ramsay.Our body signals with appetite our needs and we have to respond one way or another. Adding influence and other rules than that distorts the natural function of our body. It is acceptable to gain or lose some weight from time to time depending on situations that lead to it. Nothing is wrong but to consume very little or large quantities of food because of publicity or fashion influence is not quite in line with the real needs. Many sports’ idols are employed to promote food brands appealing to the imitation tendency of people. What you wear affects how you think, feel, and behave. This psychological phenomenon is known as enclosed cognition. "Gastrofashion" and aesthetic consumption are two phenomena that develop in our days. Food has increasingly become a lifestyle accessory and a core component of personal branding, heavily influenced by high fashion. consumer mindset that drives spending on fast-commerce clothing trends also fuels the demand for trendy food delivery, artisanal ingredients, and experiential dining. Changes in food consumption include the rise of plant-based diets, local sourcing, and zero-waste cooking. The agrifood industry increasingly relies on "authenticity" and "origin story" like the wine's terroir to appeal to ethically conscious consumers.
