Methodological challenges in using practice theory in consumption research. Examples from a study on handling nutritional contestations of food consumption

In this article, we discuss the challenges of analytical translations between practice theory and empirical research methods in consumption research. We argue that a social constructivist interpretation of practice theory can be particularly useful in enabling consumption researchers to carry out empirical studies that are different from mainstream approaches to consumer culture. Such mainstream approaches typically privilege either individual consumer choices or cultural structures outside of the reach of consumers. We highlight two analytical affordances from social constructivist practice theory. The first is to enable consumption researchers to analyse ways of consuming and how these are entangled in webs of social reproductions and changes. The second is to allow consumption researchers to understand ways of consuming as continuous relational accomplishments in intersectings of multiple practices in everyday life. We discuss the methodological implications for data-production and data-analysis from these two analytical affordances on the basis of our empirical qualitative study of the handling of nutritionalized contestation of food consumption among Pakistani Danes.