Seven Deadly Sins in Consumption
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Seven Deadly Sins in Consumption

Edited by Henna Syrjälä and Hanna Leipämaa-Leskinen

Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth – are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future.
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Chapter 4: GLUTTONY No taste without the waste? Gluttony in bakery product retailing

Lotta Alhonnoro and Anu Norrgrann


What is gluttony if not a temptation to consume while surrendering to profligacy? This chapter explores how gluttony, as a sin of consumption, comes into play in the context of grocery retailing. The chapter examines the role of multiactor retail systems in fueling bakery product gluttony through exemplar illustrations based on multimethod data generated in the bread and bakery sections in Finnish grocery stores. Leaning on actor–network theory and analyzing display and concealment, the chapter unveils how grocery stores not only shape consumption by evoking desire, but also create structural consumption problems by producing waste. Structuring the illustrations along three themes—allurement, abundance, and apposition—the chapter concludes that a product that does not provide allure or is not in apposition to others becomes a “rotten apple” in the realms of grocery store abundance and is eventually discarded.

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