When practice performances stop making sense: a practice-based study on moral conflicts in plant-based food consumption

This study advances understanding of how morality can disturb the maintenance of sustainable practices. Focusing on plant-based eating, we analyse how moral conflicts catalyse misalignments in the teleoaffective structure of plant-based food consumption practice. We conceptualise teleoaffective misalignments as disconnects between the normative ends, beliefs, tasks and emotions considered appropriate within a practice’s teleoaffective structure. Utilising a large set of qualitative data from self-reported vegan and vegetarian consumers, our analysis reveals that moral conflicts disrupt smooth performance of the practice, leading to situations in which the practice does not make sense to its practitioner. We contribute to practice theoretical consumption research by clarifying the conceptualisation of teleoaffective practice misalignments from the viewpoint of morality. Furthermore, the study provides an empirical account of the practice of plant-based eating becoming vulnerable or temporarily failing to perform, addressing how moral ideals continuously shake the successful performance of consumption practices.