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, Ben Fine, Michael Heasman and Judith Wright 1996, CONSUMPTION IN THE AGE OF AFFLUENCE, Routledge 11 New Fetter Lane, London EC4P 4EE,London and New York
In deference to the commitment of the United Kingdom’s Economic and Social Research Council (ESRC) to wider dissemination and popularization of results, ‘What We Eat and Why’ was ultimately settled as the shortened title for our research project which had previously been paraded under the guise of ‘Food Consumption: Social Norms and Systems of Provision’. The project was one of the first eight to be funded under the ESRC’s programme, ‘The Nation’s Diet’.1 The programme was intended to explore the topic by research drawn from across the social sciences in the hope of providing interdisciplinary explanations for food choice.Not far in the background were two motivating themes: first, that eating habits were changing rapidly and, second, that healthy eating campaigns, attached to dietary guidelines, were at best meeting with limited success. Could social scientists complement the progress made by dietitians in order that healthier diets could not only be identified and publicized but also adopted by consumers?
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Kalinga Institute of Medical Sciences Pragativadi, Daily Odia News Paper KIIT University