My phd research project focuses on the influences of parenthood on decision-making processes in regards to consumption patterns. More concretely, I am investigating how parents-to-be in Denmark negotiate consumption decisions in relationship to baby clothing and sustainability.
Focal points of interest within this project are the “things” that are being consumed and the role they play within the decision-making processes taking place. Which attributes make certain baby clothes more “attractive” to buy than others? Which considerations lead to the purchase of certain things and how are the decision-making processes related to e.g. aesthetically informed considerations?
Taking a closer look at how sustainability as a consumption practice is interpreted and enacted by citizen-consumers themselves, my project seeks to critically engage with ideas and discourses around sustainable consumption and the ”sustainable consumer” as such.