Connection Points: The Dynamics of Recruitment to Packaging-Free Shopping

Abstract

Practice theorists have indicated the importance of understanding everyday life – how it changes and stays the same – in responding to current environmental problems, including the proliferation of food packaging waste. Focusing on individuals as carriers of practices who carry them out is essential for the diffusion of sustainable practices because the more carriers are recruited by less wasteful food consumption, such as packaging-free shopping, the more they are likely to spread. Thus far, however, insights regarding the dynamics of how practices recruit their carriers have been limited. Based on a focused ethnography in a recently opened packaging-free shop and its customers’ homes in Germany, this study specifies the dynamics of recruitment by introducing the concept of connection points. The presence of connection points enables a practice to recruit carriers, allowing them to maintain daily routines to a certain degree, while in the process of adopting a new practice that entails changing their everyday life. This reveals a paradoxical dynamic: continuity, in very diverse ways, seems to pave the way towards change.