Negotiating Food Heritage Authenticity in Consumer Culture

Purpose – Food has entered commerce as an intangible cultural heritage (ICH) because consumers want authentic food and memorable consumption experiences. Food culture and the marketplace are arenas for the creation and articulation of identities and meanings, enabling dynamic conditions that encompass multiple positions and authenticity validations in consumption experiences. This study offers insight into the authentication of gastronomic heritage from a consumer culture perspective. Design/Methodology – A thematic review is conducted to analyse and summarise the literature on gastronomic heritage, authenticity, commercialization, and consumer behaviour in the food industry. Approach – Literature works from databases and academic platforms were used to highlight several key thematic points and arguments related to the authentication process and consumer behaviour. Findings – Food authenticity is socially negotiated by a variety of actors who mobilise resources and a web of interactions, creating identity and value according to their position as they respond to differences in market culture. The negotiation of authenticity mediates the assumption of legitimacy, quality, and identity that diversifies consumption patterns. Originality of the research – The article contributes to a theoretical discourse that extends the conceptualisation of authenticity in addressing food heritage within a dynamic consumption context and commercialisation agenda.