Insa Wemheuer

Insa Wemheuer


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Personal profile

Research interests

Being passionate about understanding human (consumption) behaviour, intercultural communication, and efficient research project management, I managed market research projects providing customer and employee insight prior to embarking upon a PhD at the University of Bath.

Having lived in several cultures and coming from a broad academic background in Business, Social and Cultural Studies, I am especially fascinated by how consumption practices and norms interact and change over time as well as vary between different cultural contexts, and explore such changes by employing sociocultural and qualitative approaches to understanding consumer behaviour.

My research interests are consequently located within the area of Consumer Behaviour and specifically within Consumer Culture Theory (CCT).

Considering the unsustainability of current widespread consumption behaviours, I am particularly interested in understanding and enabling (sustainable) behaviour change, and believe that especially further knowledge regarding the moral, ethical and interpersonal aspects of how consumption practices change and interact is vital to be able to do this.


Research interest summary:

  • Consumer morality, ethical consumption, sustainable consumption
  • Behaviour change, consumption norms, deviant consumption behaviour
  • Normalisation, interaction & change of (consumption) practices
  • Interplay of individual and collective forms of consumption
  • Practice theory, Institutional Theory, norm theories, theories of deviance
  • Food-related consumption behaviours
  • Qualitative research methods


Following the above, my PhD project aims to enable behaviour change through offering an improved understanding of how interpersonal and moral aspects impact the normalisation, change, and interaction of consumption practices.

To achieve this, I employ qualitative methods, such as interviews, observation, and consumer diaries, to explore the overall dynamics of (as well as changes to) the eating practices within households occupied by both vegans and non-vegans.

As it enables me to approach behaviour change as being neither determined by agentic individuals nor social structures alone, but via changes in shared general understandings of ‘how to do things’, I am currently employing practice theoretical approaches in my work.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production


  • Practice theory
  • Sustainability
  • Consumer Behaviour
  • Consumption
  • Consumer Culture Theory (CCT)
  • Institutional Theory
  • Ethnography


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