Agency of Objects in the Food Consumption Abandonment

Main Article Content

Ivana Graziele Gregory orcid
Marlon Dalmoro orcid


Objective: we aim to understand how objects influence the practice of abandonment of unhealthy food categories. Theoretical background: previous studies explore different typologies to explain variations in anti-consumption behavior and abandonment of product categories from a consumer-oriented perspective. In this study, we follow the new materialism onto-epistemology to recognize that objects have agentic capacities in anti-consumption practices. Specifically, we highlight the abandonment of certain food categories as the interruption of an intersubjective relationship involving consumers and objects. Method: our empirical plan adopts an interpretive perspective to describe practices of abandonment of soft drinks and meats and the way consumers build new relationships with these objects. Data collection makes use of in-depth interviews. Results: the results indicate that the nutritional and production characteristics of these foods negatively impact the lives of consumers, other living beings, and nature. To mitigate this impact, consumers adopt abandonment practices attempting to break with the procedural relationship and the effects of these objects on their lives and on nature. Conclusions: theoretical contributions reveal that the procedural relationship between objects and consumers operates at different levels of complexity, according to the agentic capacity of the object, limiting or making easy the abandonment of unhealthy food categories.


Download data is not yet available.

Article Details

How to Cite
Gregory, I. G., & Dalmoro, M. (2022). Agency of Objects in the Food Consumption Abandonment. Journal of Contemporary Administration, e210255.
Theoretical-empirical Articles


Alvarenga, M. (2015). Nutrição comportamental. Barueri, SP: Manole.
Barad, K. (2007). Meeting the universe halfway: Quantum physics and the entanglement of matter and meaning. Durham, NC: Duke University Press.
Bennett, J. (2005). The agency of assemblages and the North American blackout. Public Culture, 17(3), 445–466.
Bennett, J. (2010). Vibrant matter: A political ecology of things. Durham, NC: Duke University Press.
Carolan, M. S. (2021). What is driving consumer food waste: Socio-material assemblages of household consumption practices. Appetite, 166, 105478.
Coole, D. (2005). Rethinking agency: A phenomenological approach to embodiment and agentic capacities. Political Studies, 53(1), 124-142.
Coole, D. (2013). Agentic capacities and capacious historical materialism: Thinking with new materialisms in the political sciences. Millennium, 41(3), 451-469.
Coole, D., & Frost, S. (2010). New materialisms: Ontology, Agency, and Politics. Durham, NC: Duke University Press.
Dalmoro, M., Matos, C. A., & Barcellos, M. D. (2020). Anticonsumption beyond consumers: The role of small organic producers in environmentally oriented anticonsumption. Psychology & Marketing, 37(2), 291-307.
Dalmoro, M., Peñaloza, L., & Nique, W. M. (2014). Resistência do consumidor: Diferentes estágios teóricos de um mesmo conceito. Revista Brasileira de Marketing, 13(1), 119-132.
Dalpian, P. R., Silveira, T., & Rossi, C. A. (2015). “One less car” the collective initiative toward sustainability. Journal of Macromarketing, 35(1), 99-110.
Diniz, F., & Suarez, M. C. (2018). Cultural meanings and consumers’ discourses about their brand abandonment. BAR – Brazilian Administration Review, 15(1), e170061.
Govier, E., & Steel, L. (2021). Beyond the ‘thingification’of worlds: Archaeology and the new materialisms. Journal of Material Culture, 26(3), 298-317.
Hogg, M. K. (1998). Anti-constellations: Exploring the impact of negation on consumption. Journal of Marketing Management, 14(1-3), 133-158.
Knappett, C. (2010). Thinking through material culture: An interdisciplinary perspective. Philadelphia: University of Pennsylvania Press.
Latour, B. (2007). Reassembling the social: An introduction to actor-network-theory. Oxford: Oxford University Press.
Lee, M. S., Egea, J. M. O., & Frutos, N. G. (2020). Anti‐consumption beyond boundaries: From niche topic to global phenomena. Psychology & Marketing, 37(2), 171-176.
Lee, M., Roux, D., Cherrier, H., & Cova, B. (2011). Anti-consumption and consumer resistance: Concepts, concerns, conflicts and convergence. European Journal of Marketing, 45(11/12).
Leipämaa-Leskinen, H. (2021). Practicing mundane consumer resistance in the REKO local food system. Qualitative Market Research, 24(3), 341-357.
Lofland, J., & Lofland, L. (1995). Analyzing social settings: A guide to qualitative observation and analysis (3 ed.). Belmont, CA: Wadsworth.
Makri, K., Schlegelmilch, B. B., Mai, R., & Dinhof, K. (2020). What we know about anticonsumption: An attempt to nail jelly to the wall. Psychology & Marketing, 37(2), 177-215.
Malek, L., Umberger, W., & Goddard, E. (2019). Is anti-consumption driving meat consumption changes in Australia?. British Food Journal, 121(1), 123-138.
McCracken, G. (1988). The long interview (Vol. 13). London: Sage.
Mello, R., Almeida, S. O., & Dalmoro, M. (2021). The emperor’s new cosplay: The agency of an absent material on the consumption experience. Consumption Markets & Culture, 24(3), 241-261.
Pangarkar, A., Shukla, P., & Taylor, C. R. (2021). Minimalism in consumption: A typology and brand engagement strategies. Journal of Business Research, 127, 167-178.
Peñaloza, L., & Price, L. L. (1993). Consumer resistance: A conceptual overview. In L. McAlister & M. L. Rothschild (Eds.), NA - Advances in consumer research (Vol. 20, pp. 123-128). Provo, UT: Association for Consumer Research.
Saldaña, J. (2015). The coding manual for qualitative researchers. London: Sage.
Santos, L. R., Silva, R. C. M., & Chauvel, M. A. (2013). Anticonsumo no Brasil: Investigando a percepção dos anticonsumidores de carne vermelha. Revista Brasileira de Marketing, 12(3), 23-44.
Schatzki, T. (2016). Practice theory as flat ontology. In G. Spaargaren, D. Weenink, & M. Lamers (Eds.), Practice theory and research: Exploring the dynamics of social life (pp. 28-42). London: Routledge.
Schouten, J., Martin, D., Blakj, H., & Botez, A. (2015). From counterculture movement to mainstream market: Emergence of the U.S. organic food industry. In R. Canniford & D. Bajde (Eds.), Assembling consumption: Researching actors, networks and markets (pp. 21-31). London: Routledge.
Sichieri, R. (2013). Consumo alimentar no Brasil e o desafio da alimentação saudável. ComCiência, (145). Retrieved from
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. London: Sage.
Suarez, M. C. (2010). Criação, movimento e negociação de significados a partir do não consumo: Um estudo do abandono das categorias de automóvel e cigarro (Doctoral dissertation). Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ, Brazil. Retrieved from
Suarez, M. (2014). Meanings of consumption and abandonment: understanding smoking cessation symbolism. BAR – Brazilian Administration Review, 11(2), 210-227.
Suarez, M. C., Chauvel, M. A., & Casotti, L. (2012). Motivações e significados do abandono de categoria: Aprendizado a partir da investigação com ex-fumantes e ex-proprietários de automóveis. Cadernos EBAPE.BR, 10(2), 411-434.
Tosun, P., & Gürce, M. Y. (2018). Consumer comments about meat anti-consumption. British Food Journal, 120(10), 2439-2453.
Türe, M., & Ger, G. (2016). Continuity through change: Navigating temporalities through heirloom rejuvenation. Journal of Consumer Research, 43(1), 1-25.
Warde, A., & Martens, L. (2000). Eating out: Social differentiation, consumption and pleasure. Cambridge: Cambridge University Press.
Wilson, M., Robson, K., & Pitt, L. (2022). Consumer subversion and its relationship to anti‐consumption, deviant and dysfunctional behaviors, and consumer revenge. Psychology & Marketing, 39(3), 598-611.
Zavestoski, S. (2002). The social–psychological bases of anticonsumption attitudes. Psychology & Marketing, 19(2), 149-165.