This part investigates how Whole Foods Market uses social media activities in its marketing strategy to respond to the changing consumer behavior regarding food consumption. Whole Foods Market’s overall objective is to influence the potential consumers on social media in their purchase decision making, even before they decide to go to a physical grocery store.

Due to today’s globalized world it is possible to experience different and new food cultures in everyday life. Exotic and unusual ingredients are available at foreign food shops but the most convenient and obvious solution for a shopper is to purchase the ingredients at the same supermarket where he does his weekly shopping.