How practices inform the materialization of cultural ideals in mundane consumption

This study examines how consumers enact cultural ideals in mundane consumption. The empirical context is a weekday dinner practice among Finnish households. The findings demonstrate how practices inform consumers how, where, when, and with whom to enact and compromise cultural ideals and identity projects. Thus the practices guide food consumption choices and the meanings that the consumers ascribe to food consumption objects. The consumers are pragmatic, flexible and fragmented as they enact identity projects and cultural ideals in mundane consumption in relation to practices. They compromise the identity projects and the cultural ideals in some practice(s) but not across practices. As the practices serve different ends for the consumers at different times, the meaning of the practices is constantly re-created by the consumers. The perceived value of mundane consumption is related to how well and how frequently the consumers can enact their identity projects and cultural ideals in practices.