ABSTRACT
This chapter discusses the empirical case study of challenged ordinary food consumption. This particular type of challenge comes from the planned communication initiatives and medialised discourses that frame ordinary consumers as co-responsible for the environmental problems inherent in the modern systems of production and consumption of food. The empirical project is called 'Environmental consideration among young food consumers'. The chapter sketches some relevant developments in the Danish environmentalisation of consumption. The two main relevant changes that have occurred since the data were produced are the mainstreaming of organic food in the retail sector and the normalisation of the consumer agency issue in public policies and debates. The chapter also discusses a typology of performances of environmentalised food consumption and the complexities in and across these types. It focuses on the negotiations of the content of environmental normative categories in social interaction.
