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Nostalgia evocation through seasonality-conscious purchasing behavior revealed by online survey using vegetable names
Naomi Gotow1, Yuko Nagai2, Taro Taguchi2
1Human Informatics and Interaction Research Institute, National Institute of Advanced Industrial Science and Technology (AIST), Tsukuba Central 6, 1-1-1 Higashi, Tsukuba, Ibaraki, 305-8566, Japan.
Scientific Reports
|April 3, 2022
Summary
Purchasing vegetables based on seasonality enhances nostalgia. Seasonality-oriented individuals reported more nostalgic vegetables and associated autobiographical memories compared to non-seasonality-oriented individuals.
Area of Science:
- Food science
- Psychology
- Cultural studies
Background:
- Food serves as a powerful trigger for nostalgic experiences.
- Japanese food culture deeply integrates seasonal awareness, suggesting a link between seasonal foods and nostalgia.
Purpose of the Study:
- To investigate the hypothesis that individuals prioritizing seasonality in vegetable purchases (seasonality-oriented; SO) experience greater vegetable-evoked nostalgia than those who do not (non-seasonality-oriented; non-SO).
Main Methods:
- An online survey was conducted with older Japanese adults, focusing on 103 seasonal vegetables.
- Participants identified eaten vegetables, then selected those evoking nostalgia, recalling associated autobiographical memories and evaluating nostalgia levels.
Main Results:
- Seasonality-oriented participants reported a significantly higher number of nostalgic vegetables linked to autobiographical memories.
- These participants also reported higher levels of nostalgia for both the vegetables and the recalled memories.
Conclusions:
- The findings support the hypothesis, indicating that a seasonality-conscious approach to purchasing vegetables is associated with heightened feelings of nostalgia and autobiographical memory recall.
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