This article explores the transition towards a circular economy in the context of household food waste practices. The research concerning the circular economy has mainly focused on engineering or the processes of production, manufacturing, business and industry. However, the transition towards a circular economy requires, in addition to new technologies, infrastructures and innovations, a societal change and a change in everyday practices. In this article, we address this by examining the everyday practices of food waste reduction in households as ethical work. We claim that the intertwined practices, institutions and policies of the circular economy create moral categories and responsibilities in everyday food consumption. Thus, the transition towards circular economy requires everyday ethical work carried out by consumers. However, our analysis also brings out some possible challenges related to this transition that has not yet been accomplished. Our research materials consist of 26 food waste diaries collected from Finnish households and participant observation in 4 leftover cooking workshops organized with the Finnish Martha organization. We adapt Michel Foucault’s conception of ethics, focusing on the constitution of ethical subjectivity in food waste practices. Moreover, we utilize practice theoretical approach that has been widely used in food waste and sustainable consumption studies and connect it with Foucault’s theory. Our results suggest that in order to understand the circular economy as a moral economy, it is crucial to note the moral complexity of everyday life that results from partly contradictory ethical sensitivities and practices.

Purpose: In the past few years fashion blogs have become a popular form of user‐generated content, and consequently, the fashion industry has shown great interest in fashion blog marketing. The purpose of this paper is to describe and analyze consumer‐to‐consumer (C2C) electronic word‐of‐mouth (eWOM) in fashion blogs, and especially to compare naturally‐occurring, i.e. organic eWOM with marketer‐influenced, i.e. amplified eWOM.Design/methodology/approach: The study takes a netnographic approach to the phenomenon of fashion blogs. The empirical material consists of observational data including blog texts and audience comments of six popular fashion blogs in Finland.Findings: Findings indicate that although not as varied as organic, amplified eWOM content in consumer fashion blogs resembles organic content. The main topics discussed in organic eWOM include personal style, brands, designers and retailers, tips and advice as well as purchases. Amplified topics concerned products received by the blogger, brands, designers and retailers, tips given to the audience, and competitions.Practical implications: The findings indicate that for blog marketing to be effective and credible, the marketed fashion items, designers, or retailers need to fit the blogger's personal style.Originality/value: Social media, especially blogs, play an important role in contemporary fashion marketing. This study addresses the emerging, yet scarce area of research into how marketer influence on fashion bloggers can be seen in user‐generated content.

Food waste is a global sustainability issue that demands that multiple stakeholders participate in solving it. This article examines how different food system stakeholders are held responsible in the policy debate related to food waste reduction. The study adopts a framing approach, paying attention to the construction and negotiation of what is going on in the food waste–related public policy debate. The data consist of documents generated as a result of food policy development processes in Finland. The authors identify four framings—eco-efficiency, solidarity, safety, and appreciation—within which the issue of food waste is presented differently and different stakeholders responsibilized. The framings reveal the nature of food waste as a boundary object, a flexible and open-ended object that has different context-dependent meanings. The study extends marketing literature on responsibilization by investigating several stakeholders beyond consumers. Additionally, considering food waste a boundary object sheds light on how stakeholders, even those with conflicting interests, can debate policy measures collaboratively. Finally, the authors outline policy implications related to each framing.

This study describes and analyses how practices organise temporality to reduce food waste. The study builds upon the material turn in practice theories and an ontological approach that together highlight emerging relations between humans and non-humans in practices. Three theoretical propositions are constructed that inform the empirical analysis. The study utilises empirical qualitative data from a Finnish blog campaign ‘From Waste to Delicacy’. The study identifies four bundles of practices organising temporality: scheduling, pausing, stretching and synchronising. Within these bundles of practices, potential food waste is enacted differently: as not realised food waste, revitalised food, refuted food waste and harmonised food (waste). The study produces novel understanding about temporal inter-relations between humans and non-humans – the dance of agency – in household food waste reduction.