Sustainable food transition, practices and the normativities of consumption

As food production and consumption are a major factor in causing environmental problems, food systems are increasingly challenged to become more sustainable. At the level of consumption, accustomed patterns of eating are questioned and more sustainable practices, such as diminishing the eating of animal-based foods, are promoted. However, the transition involves a range of tensions, as established patterns practices are difficult to change. This study looks at how people see the ecological debates in relation to their own eating, what kind of actions they are ready for and what they expect from other actors. The theoretical background of the study lies on social practice theories and related understandings, meanings, routines, commitments and normalized ways of doing things; as well as cultural meanings and justifications associated with existing eating habits.