Food insecurity, customer to volunteer transition and self-concept repair: a free store example

ABSTRACT

Food insecurity poses profound threats to self-concept which impacts on physical and mental health. Two Free Stores specialising in food rescue were selected for this research. Drawing on the narratives of 34 volunteers, we examined the working practices of the Free Stores and the personal experiences of the volunteers. The Free Stores adopted the operational principles of a store format, absence of means testing and customer to volunteer transition to modify the social context from whence the threats derive. Involvement with the Free Stores provides the recipients and volunteers with multiple strategies for self-concept repair to restore positive self-views. The operational principles are effective for gaining insights into the creation and transformation of the personal and social identities of the volunteers.

KEYWORDS:

• Food rescue
• food insecurity
• volunteer
• self-concept repair

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Emma Dresler

Emma Dresler is a Senior Lecturer in Marketing at Massey University, New Zealand. Her work focuses on consumer psychology and health promotion. The research connects broad issues surrounding consumption practices and well-being. She is particularly interested in social, cultural and political influences on consumer behaviour.

Hannah Tutt

Hannah Tutt is a post-graduate student in Marketing at Massey University. Her work centres on food insecurity, health and strategic management.