ABSTRACT
This chapter is built on three key pillars that form a shared theoretical framework and focuses empirically on everyday food practices. First it examines how Social Practice Theory (SPT) has been applied in modern consumer research and general sociology. SPT is presented as a tool to transcend the structure–agency or top-down–bottom-up dichotomy, offering a balanced perspective where practices shape social activities (Shove, 2004, p. 85). While SPT explains how and why individuals engage with food quality schemes, it falls short in addressing norms, regulations, conventions, cultural contexts, and social changes underlying these practices. To bridge these gaps, the chapter integrates pragmatic sociology, drawing on Convention Theory and Thévenot's three pragmatic regimes (familiarity, regular action, and public justification) (Thévenot, 2006) along with Cultural Adaptation Work (CAW) (Hegnes, 2024). Hegnes’ critique of static theoretical models aligns with Thévenot's emphasis on fluid and contextual engagements, while CAW's focus on adaptive practices highlights the interplay between local values and global frameworks. The chapter eventually stresses the ‘dialectic in between,’ and the ‘threshold,’ shedding light on the bricolages and strategies individuals employ to navigate food consumption and work toward a more environmentally friendly world.
