The routinely forgotten routine character of domestic practices

Abstract In recent debates on sustainable consumption, consumer's responsibility for the outcome of consumption has been outlined. Even though (co‐)responsibilities have to be acknowledged, a general notion of responsibility is not unproblematic. Consequently, this article challenges conceptions of the responsible and thoughtful consumer. In providing a perspective on theorizing domestic consumption as social practice, the analysis of diary data encompassing a period of 20 years elucidates on the contours of routinized practices. The empirical material consists of diaries kept by a housewife during the years 1970–1990 in a mid‐sized German town. In analysing the data, distinct features such as seasonality and constancy of routines in domestic practices become apparent. In this study, it is possible to stress the longevity of the repetitive and routine character of domestic practices and provide a perspective on often unrecognized and unaware aspects in routines. Assuming that routine consumption processes are taking place as moments in domestic practices, the data analysed here illustrate interesting directions for more sustainable consumption and further developments in home economics and consumer studies.