Normalization as a dynamic for reducing resource-intensive food consumption: concept, empirical traces, and policy implications

Discussions about changing consumption into more sustainable patterns have begun to identify normalization processes as a possible dynamic to drive less resource-intensive practices. However, researchers have not yet sufficiently specified the concept of normalization. This article systematically defines normalization and embeds the notion in a practice theoretical perspective. Based on an empirical mixed-methods study, we show that traces of normalization of plant-rich food can be seen in Denmark when we apply the conceptual criteria of normalization. Thus, this article aims to make both a conceptual and empirical contribution. It discusses the potential conceptual and climate-policy implications of using the notion of normalization with respect to a more sustainable transition of the food sector.