A phenomenological study of home baking: The ‘Rebirth of Romanticism’ and the rise of the craft consumer

This paper investigates home baking as an instance of ‘craft consumption’ (Campbell, 2005) against the backdrop of rising participation in the phenomenon of home baking and the increasing importance of emotion in consumption defined as the ‘Rebirth of Romanticism’ movement (Gray, 2011). Phenomenological interviews conducted with a sample of 14 home bakers indicate that pleasure, authenticity and simplicity all play an important role in bakers’ experiences, lending support to Gray’s argument that a ‘Rebirth of Romanticism’ can be discerned within this context of contemporary consumption. Moreover, our findings reveal that pleasure is linked in part to the opportunity to engage in ‘manual labour’, an activity missing in the professional working lives of our consumer sample. These preliminary findings add depth to Campbell’s (2005) theoretical conceptualisation of the craft consumer. Further research focusing on different contexts such as DIY and gardening are needed in order to assess the robustness of the concept of the craft consumer and the status of the Rebirth of Romanticism.