Abstract

SANDOVAL GODOY, Sergio Alfonso; PACHECO NAVARRO, Ana Cristina  and  CAMARENA GOMEZ, Dena María. Food Practices and Meanings Associated with Fast Food Consumption in Hermosillo, Sonora: An Exploratory Model Based on Generational Changes. Región y sociedad [online]. 2022, vol.34, e1628.  Epub June 01, 2023. ISSN 2448-4849.  https://doi.org/10.22198/rys2022/34/1628.

Objective: to describe the meaning and the effects of fast-food consumption in the Hermosillo, Sonora, society. Methodology: an exploratory analytical model was built based on generational changes and in a mixed methodological design, which included an initial phase of interviews applied to a random sample of people made up of four groups of different generations, and a second phase in which a questionnaire was applied, derived from the results of the first. Results: significant changes and marked differences in the decisions about fast-food consumption, in the conception and meanings about it, and in the meaning the Hermosillo people give to it were verified. All of which coincide with those of advanced societies. Value: the study contributes to the current discussions and debates about fast-food in the franchise modality. It also provides empirical evidence to the study of recent food transformations by appealing to conceptual tools typical of anthropology of food and contemporary sociology. Conclusions: it is noted that, although the franchise model was at the time a trigger for recent transformations in consumption, it seems now to be the one who must move at the pace set by the consumer.

Keywords : consumer society; fast-food; franchises; Hermosillo.

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