Understanding processes of normalisation in food consumption through a study of eating out

This project seeks to investigate dynamics of normal food consumption on a societal level to inform the governance of transformations and a theory of normalization. To do so, it considers how practices of eating out have evolved over time, how they are being performed and how they are embedded within larger systems of provision- and lifestyle-practices.

In an increasingly urban and affluent society, transformation of food consumption practices is necessary to ensure sustainability of food systems (in urban areas). Current normal food consumption practices are not in accordance with sustainability goals, however, what we find normal is dynamic and can change over time. The process of normalization, namely how practices become normal or regular, should therefore be studied as a leverage point for transformation. What do we find sufficient, normal, and abundant in an affluent society?

When imagining what ‘the normal’ of the future will look like, it is imperative to include perspectives on consumption. Consumers are actively shaping what normal practices are by engaging with them in the present: normalization of practices happens in their performance. Additionally, they are underrepresented in future oriented studies. Many future methods stem from the organizational sciences, resulting in an expert- and management-focused approach.

Research on sustainable consumer behavior often focusses on individual choices and agency omitting external influences, or, vice versa, analyses the food environment while largely neglecting consumers’ agency. To negate this dichotomy and to be able to analyze food consumption from a societal perspective, the proposed research will put social (consumption) practices at the center. This will ensure that both consumers’ agency and systemic influences are considered and offer a societal view.

Theorizing normalization of more sustainable practices in affluent societies offers a positive view on the future of food consumption, focusing on possibilities rather than interdiction. Enabling consumers to engage with the(ir) future allows for a more diverse and rounded vision on said future. The proposed social practice lens enables zooming in on specific food consumption practices as well as zooming out on a societal level.