Edited by Henna Syrjälä and Hanna Leipämaa-Leskinen
Chapter 4: GLUTTONY No taste without the waste? Gluttony in bakery product retailing
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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