Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping

Research output: Contribution to journalArticle


The aim of this paper is to understand how the practice of package free shopping takes shape and is established. Taking a shopping-as-practice approach, and drawing on an ethnographic study of a Swedish ecological food store, this paper shows that to be able to successfully remove a key artefact - packaging - from the practice of shopping, the practice itself must be reinvented. Developing package free shopping therefore requires the re-framing of the practice of shopping (making it meaningful in a new way), the re-skilling of the consumer (developing new competencies needed for its performance), and the re-materialization of the store (changing the material arrangement that makes this mode of shopping possible). This suggests that the promotion of alternative modes of sustainable shopping is a complicated matter that requires a profound understanding of the practice of shopping.


External organisations
  • Lund University
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration
  • Social Sciences Interdisciplinary
Original languageEnglish
Pages (from-to)258-265
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 2019 May 28
Publication categoryResearch