พฤติกรรมการบริโภคอาหารแช่แข็งพร้อมทานในเขตสังคมเมืองเชียงใหม่

Abstract

This qualitative research explores consumption practices of frozen ready meals in relation to health concepts in the context of urban society and modern food industry. Based on the social practice concept developed by Elizabeth Shove and colleagues, this research explains to what extent the interaction between three elements: Material, Competence, and Meaning initiate and change eating practices. The researcher uses documentary research and in-depth interview method to collect data from 19 participants living in urban area Chiang Mai. The participants are recruited by purposive sampling with different age, sex, occupation, and economic status. The participants consist of students, the medical profession, office workers, and freelance with different sociocconomic backgrounds. The result shows that eating practice is not independent behavior but it is shaped by urban condition and food industry, which impacts the participants' lifestyle, work pattern, food accessibility, food availability, and other social service. The participants eating practice consists of three elements which are interaction. Firstly, material involves food packaging, refrigerator, microwave oven, food transport system, and convenience store. Secondly, competence refers to knowledge and experience about buying, preparing, and eating. Finally, meaning of practice relates to convenience, unhealthy food; stale food, artificial food, and less nutrition. Even though the participants perceive the frozen ready food as unhealthy food, they alternatively consume fruits and other healthy foods as well as getting enough sleep.