• Michael Nguyen
4. term, Sociology, Master (Master Programme)
Abstract The main objective of the thesis has been to examine the research question; “How can organic consumption be understood as a gendered phenomenon? Furthermore, how it can help us to understand consumption as a social practice among men regarding organic food”. This was more particularly investigated in relation to male customers of the Danish organic meal box company Aarstiderne with whom the thesis has collaborated with. The background of the thesis is constituted by a contextual understanding that organic consumers in Denmark largely consists of females. Thereto, based upon the literature review of green consumption and gender studies of food and consumption, men are less likely than females to consume green products. Furthermore, the studies show that the way we eat, cook and consume reflect upon how gender is done and practiced in everyday lives. The interest of the thesis has thereby been to investigate male organic consumers to acquire a comprehension of how eight different male consumers of Aarstiderne practice organic consumption in different social situations in their everyday lives. Further, how these practices reflect upon their way of doing and expressing gender and masculinity. These eight men constitute the primary empirical material for the thesis, and their opinions and practices were explored by the use of various qualitative interviews; the focus group interview, two couple interviews and an individual person interview in a social constructivist science theory framework. The interaction between interviewees has in regards to the science theory and applied theoretical aspects for the thesis been deemed important to understand how various social practices, norms and opinions is exchanged and fabricated in social interactions. The theoretical approach in the thesis has been based on adaptive orienting concepts by using ‘the social practice’ theory by Andreas Reckwitz (2002) and Bente Halkier & Iben Jensen (2008), and ‘gender performativity’ from Candace West and Don H. Zimmermans (1987) “Doing Gender” theory. The theories of social practices have provided an understanding of social actions, interactions and behavior as constituting social practices in the everyday live. Simple actions such as consumption is based on several coordinated routinized actions, wherein the use of body, mind and emotions is in cooperated. This theory thereby provided analytical foundation to explore and understand, the ways in which male organic consumers perform organic consumption as a social practice and how it forms part of multiple relational practices such as gender, cooking and consumption in the daily life. Thereto, the theory of ‘gender performativity’ was applied to explore the ways in which gender is done through performances and social interactions and can be seen as a product of social actions. The interviews and empirical findings therein based the groundwork for developing four practices-ideal types of male consumers, and their organic and consumption practices; 1) Gastro man practices/ Gastroma(n)dspraksis 2) Health man practices/ Helsema(n)dspraksis 3) Protest man practices/ Protestma(n)dspraksis 4) The green man practices/Den grønne ma(n)dspraksis. The thesis concludes, that male organic consumers of Aarstiderne exchange between four main types of different practice-ideal types, wherein several different types of practices and performances on various cognitive and physical levels is applied. These practices and performativities in isolated instances can be considered as contradictory, however it has become evidently that social contexts have an effect on how practices and performances is perceived and carried out. The eight men, therefore, has different use and views on organic food, cooking, masculinity and consumption depending on the given social context and situation as social practices and gender is socially based phenomenons performed in social interactions. Therefore, organic consumption as a gendered performance variates depending on the given context, social situation and practice performed.
Publication date2 Sept 2019
Number of pages110
External collaboratorAarstiderne A/S
Analysechef Carsten Christensen cc@aarstiderne.dk
ID: 310213542