Spirituality at the Test of Consumption: The Concept of the “Practitioner-Researcher” in the Context of Qualitative Studies Conducted for Industry: A “Borderline Case” of the Production of Knowledge (Being and Doing)

Abstract

There is currently a rise in food ethics and consumer concerns. A spiritual dimension is also invested in everyday objects and gives a new sacredness to consumption and food. These new issues are perceived by industry as less and less rational and return to a symbolic legacy sometimes forgotten postmodern societies. A "quest for meaning" consumerism emerges as opportunities for strong differentiation (process, technological, marketing, social) on the market. The article aims to highlight the relevance for industrialists to value research that deals with new spiritual phenomena, the impact of religious cultures in innovation strategies (at the company level, such as of the consumer), as well as the impact of the globalization of trade and spiritual mixing in daily consumption.