Risk and food: environmental concerns and consumer practices

Environmental risks related to food consumption produce needs among consumers to handle such risks through their consumption practices. Consumers’ ways of coping with risks are dependent on the social relations of everyday life, of which consumption practices are a part. Risk‐handling in food consumption is socio‐culturally broader than the cognitive rationality assumed in expert knowledge and administrative procedures on risk and risk‐handling. Likewise, risk‐handling in food consumption is also characterized by ambivalences. The objective of the article is to show that an important social and cultural source of ambivalence in consumers’ handling of risk in food consumption comes from food consumption practices being caught in the tension between desire and control. The article proposes a heuristic theoretical device, called ‘the contested space of the body’, which is used to discuss the bodily dimension of consumer risk‐handling. This is based on a Danish empirical study of parents with small children. A typology of consumers’ risk‐handling is presented which differs from traditional typologies of consumer segments by allowing for overlaps and shifts between the individual positions in the typology. The three types of risk‐handling are the worried, the irritated and the pragmatic. The results suggest that in worried risk‐handling control marginalizes desire, in irritated risk‐handling desire is openly in conflict with control, and in pragmatic risk‐handling relief from the contested space of the body is attempted.