When justifications are mistaken for motivations: COVID-related dietary changes at the food-health decision-making nexus

This paper draws from data collected from 500+ surveys, distributed twice from the same respondents (2020 and 2021), and forty-five face-to-face interviews (2022). The location studied is a metropolitan county in Colorado (USA). The research examined the discourses and practices having to do with organic and natural food consumption—note, too, the data were collected at the height of the COVID-19 pandemic. The findings upend conventional understandings of, and frameworks used to explain, consumer behavior. What are often presented as motivations in prior studies are shown, instead, to be justifications; rationalizations after-the-fact. The paper troubles decision-making frameworks that cast motivations, attitudes, and intentions as “antecedents” to consumer behavior. Rather, the findings point to the significance of social networks, and in particular network diversity, for understanding and explaining the sayings (discourses) and doings (practices) of “individual” consumers. Discourses linked to health are also shown to be salient variables, though when situated within social networks those discourses are shown to have politics. Particular attention is devoted to explaining dietary shifts among those who reported the largest increases in the consumption of organic and natural foods between 2020 and 2021/22. The paper concludes discussing what the data mean from the standpoint of envisioning just and inclusive food system futures and agrifood policy that delivers on those ends.