Green consumption: a ‘hobby’ only reserved for the elite? - Examining eco-friendly food consumption of different social groups through a practice-theoretical lens

Within a context influenced by the individualization of responsibility as articulated through a neoliberal discourse of ‘green consumption’, the engagement of contemporary ‘citizenconsumers’ in the solving of the environmental crisis has become a normalized, yet disguised politicized consumption activity. In steering individuals to ‘make a difference’ via their personal consumption practices, a growing divide has been observed between a ‘grey’ and a ‘green’ class, respectively having low and high capital, with the latter making green consumption an exclusionary, elitist practice. This raises questions as to the feasibility of this individualized, political consumerist approach, as well as to the underlying factors determining green consumption practices. Using a practice-theoretical approach, this study aimed to examine the factors underlying these developments in order to gain insights as to how a more inclusive green consumption system could be developed. Findings of semi-structured, in-depth interviews with 11 respondents of various backgrounds in the Netherlands, reveal that green consumption is not just a matter of class, and that there are not only distinct differences discernable between different groups, but also within, pointing towards the normalization of routines as naturalized during one’s previous position in a different social class. Lastly, findings indicate not just the usefulness of applying practice theory, but also indicate that more research needs to be done towards the mutual creative appropriation of different classes’ dispositions.