Normalising alternative practices: the recovery, distribution and consumption of food waste

• DOI: 10.1080/0267257x.2017.1301982
• Publication Date: 2017-03-27T09:56:55Z
• Authors: Johanna F. Gollnh...
• Keywords: Mainstream; Consumption; Food sector; Food Waste

Certain practices are excluded from markets, even though they may contribute to more sustainable systems. Other integral markets despite their highly detrimental impacts. This study investigates how alternative in the food sector became integrated into market through normalisation processes. Using a qualitative approach, it examines processes by which practices, including recovery, distribution and consumption of waste, went being mainstream becoming normalised within it. Normalisation occurs as result retracing biography an object, building community, rituals sacrifices. The author discusses theoretical managerial implications.