Nostalgia evocation through seasonality-conscious purchasing behavior revealed by online survey using vegetable names

Food can be a valuable mediator of nostalgia. Japanese food culture places a great emphasis on seasons, and thus there may be a relationship between nostalgic foods and seasonality. In this study, we hypothesized that participants who emphasized seasonality at the time of vegetable purchase (seasonality-oriented; hereafter, SO) would be more likely to feel vegetable-evoked nostalgia than those who did not (non-seasonality-oriented; hereafter, non-SO). To test this hypothesis, we administered an online survey to older Japanese adults regarding 103 representative vegetables considered to be seasonal foods. After participants selected vegetables that they had eaten, they then selected those that evoked nostalgia (hereafter, nostalgic vegetables). For each nostalgic vegetable, they evaluated the degree of nostalgia and state if a past event (autobiographical memory) was recalled. If an autobiographical memory was recalled for a certain nostalgic vegetable, nostalgia for that memory was evaluated. Comparing between SO and non-SO participants, SO participants had significantly higher numbers of nostalgic vegetables with associated autobiographical memories, as well as nostalgia for those vegetables and autobiographical memories. The results supported our hypothesis, suggesting that seasonality-conscious purchasing behavior evokes nostalgia.