This research analyzes the cultural contradictions of authenticity as they pertain to the actions of consumers and marketers. Our conceptualization diverges from the conventional assumption that the ambiguity manifest in the concept of authenticity can be resolved by identifying an essential set of defining attributes or by conceptualizing it as a continuum. Using a semiotic approach, we identify a general system of structural relationships and ambiguous classifications that organize the meanings through which authenticity is understood and contested in a given market context. We demonstrate the contextually adaptable nature of this framework by analyzing the authenticity contradictions generated by the cultural tensions between conscious capitalism—a market logic that encompasses both global brands and small independent businesses, such as a farm-to-table restaurant or an organic food co-op—and the elitist critique. The Slow Food movement provides our case study for analyzing how consumers, producers, and entrepreneurs who identify with conscious capitalist ideals understand these disauthenticating, elitist associations and the strategies they use to counter them. We conclude by discussing implications of our analysis for theories of authenticity and for managing the authenticity challenges facing conscious capitalist brands.

本研究分析了真实性的文化矛盾，因为它们与消费者和营销人员的行为有关。我们的概念化不同于传统假设，即真实性概念中表现出的歧义可以通过识别一组基本的定义属性或通过将其概念化为连续体来解决。使用符号学方法，我们确定了一个结构关系和模棱两可的分类的一般系统，这些系统组织了在给定市场背景下理解和质疑真实性的意义。我们通过分析有意识的资本主义之间的文化张力所产生的真实性矛盾，展示了该框架的语境适应性性质——一种涵盖全球品牌和小型独立企业的市场逻辑，例如从农场到餐桌的餐厅或有机食品合作社——以及精英批评。慢食运动提供了我们的案例研究，用于分析认同有意识的资本主义理想的消费者、生产者和企业家如何理解这些不真实的精英协会以及他们用来对抗它们的策略。最后，我们讨论了我们的分析对真实性理论和管理有意识的资本主义品牌所面临的真实性挑战的影响。