Maria Cristina Morales Munoz, Johanna Haas*, Illinois State University
Full manuscript: http://www.kon.org/urc/v10/munoz.html
Abstract: This research used an ethnography to analyze the consumption practice of bottled water at Illinois State University. Students were surveyed, interviewed, and observed to better understand the cultural meaning behind branding bottled water. The data revealed habit, convenience, hyperindividualism, and health to be the most crucial reasons students at ISU consume bottled water. The purpose of this study is to support the decrease of bottled water consumption at collages by encouraging collegiate level institutions to educate students about their own consumption practices.