Reconfiguring everyday eating: Vegan Challenge discussions in social media

The shift of society toward sustainable food culture requires collectively challenging meat and dairy-based diets their role in current practices eating. This study focuses on how discussions social media can facilitate reconfiguration Three practice-theoretical perspectives – constituting elements, eating as a compound practice, communities practice afford us with analytical tools to investigate the elements are negotiated recrafted across practice. As empirical data, we use altogether 14,250 messages Finnish Vegan Challenge campaign. By combining qualitative content analysis topic modeling, capture various themes occurring these relation changes practices. results show that within discussions, learning among peers covered whole sphere eating-related from production distribution purchasing cooking vegan food, sharing stories experiences veganism. Our findings illustrate be seen forming reconfigurative community which potentially support change sustainability also outside community.