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Personal profile

Research interests

I hold a BA in European Studies (from the Otto-von-Guericke University, Magdeburg, Germany with an Erasmus year at the University of Wrocław, Poland) and an MSc in International Strategic Management (from Stockholm Business School) and worked as a market research project manager in Sweden for five years before deciding to embark on my PhD.

Having lived and worked in several cultures, I am fascinated by how consumption practices and norms interact and change, as well as how they differ between contexts.

My PhD project therefore aims to explore how the normalisation of a previously marginal (consumption) practice, such as veganism, contests and challenges established, routinized practices, such as those entailing the consumption of animal produce.

I plan to employ observations, interviews, as well as consumer diaries to track how veganism and omnivorism interact in daily, mundane consumption situations within households, complemented by archival data to track changes in the representation of practices over time.

Considering the unsustainability of current widespread consumption behaviours, further knowledge regarding how consumption practices change in interaction is vital to understand and enable sustainable behavioural change, especially for actors (such as activists, companies, and policy makers) aiming to achieve, or prevent, behavioural change.


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

Fingerprint Dive into the research topics where Insa Wemheuer is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

market research Social Sciences
strategic management Social Sciences
business school Social Sciences
consumption behavior Social Sciences
normalization Social Sciences
Poland Social Sciences
Sweden Social Sciences
research project Social Sciences