Practice theory has recently emerged within consumer studies as a promising approach that shifts focus from the individual consumer towards the collective aspects of consumption, and from spectacular and conspicuous dimensions of consumption towards routine and mundane aspects of consumption. Practice theory is, however, not a commonly agreed upon theory, but more like an approach, or a turn within contemporary social theory. When using practice theory in consumer studies, there are thus several conditions that need further clarification. The focus in this article is on how change and continuity in practices can be understood in practice theory. Discussions will include the balance between routinization and reflectivity as well as ways to understand the role of new technology in introducing change in consumer practices. One aspect of this is a discussion on how to include technologies and other types of material consumer goods in practice theory. Case studies on household energy consumption are used as an empirical basis for these discussions. Looking at household energy consumption through the theoretical lens of practice theory necessitates discussion on whether energy consumption should be viewed as one single practice or part of several different practices. The latter stimulates questioning on how these different consumer practices are related to each other horizontally and vertically, as parallel practices or as different levels of practices, and whether changes in one practice affect (or refrain from affecting) other related consumer practices, whether through reflexivity, routines or the materiality of consumer goods.
Saving energy in residential buildings: the role of energy pricing
