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Ari Huuhka and Harri Luomala

This chapter unifies the fragmented streams of research on sloth. Based on the triadic reciprocal interaction approach to consumer behaviour, the chapter offers a novel reciprocal interaction conceptualization of sloth in consumption. The model acknowledges the behavioural (consumer inaction), personal (sadness and boredom) and environmental elements (sociocultural understanding) that create the consumer’s experience of sloth in reciprocal interaction. It is argued that when sloth emerges as a sin, it concerns an individual’s awareness of negative behavioural consequences. The sin of sloth is regarded as a social construction because the slothful behaviour’s consequences are evaluated in social interaction in relation with the prevailing values and behavioural norms within the given sociocultural context. Based on the value–action–consequence premises of Schwartz’s value theory, the chapter illustrates how the sin of sloth might appear in the convenience food consumption context.