Naturalness as a safe haven: parental consumption practices and the management of risk

Research output: Contribution to journalJournal articleResearchpeer-review

This paper aims to present an analysis of the various dimensions of naturalness that shape the consumption practices of parents with young children.
The study builds on semi-structured interviews with 17 mothers and fathers focusing on parental decision-making in everyday consumption from pregnancy to the first years of the child’s life.
Naturalness is a tool allowing parents to navigate in a world of risks and part of an everyday consumption practice that constructs and maintains children as vulnerable and parents as responsible. Parents perceive naturalness as something with three dimensions: familiarity, purity and culture. These three dimensions lead to different parental practices around consumption.
The analysis contributes to the authors’ understanding of parenting, childhood, risk, safety and consumption by showing how and why parents of young children construct naturalness as a three-dimensional ideal in their consumption practices.
Original languageEnglish
JournalYoung Consumers
Issue number3
Pages (from-to)296-309
Number of pages14
Publication statusPublished - 2018

    Research areas

  • Childhood, Naturalness, Parental consumption practices, Purity, Risk, Safety

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