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In 2020, mechanisms to limit the chain of transmission of coronavirus disease 2019 (COVID-19) in Australia led to widespread restrictions on population mobility and business operations. Such conditions provide a natural experiment that may help to provide insights into consumer behaviour and future trends in food consumption. The overall objective of this study is to explore the possible impacts of COVID-19 on meat consumption patterns in Australia, both in the short and medium term, and to explore whether there have been impacts on the underlying drivers for consumption.

The research reported in this paper analyses the impacts of COVID-19 on meat and seafood consumption in Australia, drawing on a national random survey of 1,200 participants in June 2020. Survey data on past and current consumption rates are compared to respondent estimates of their future consumption behaviour, and ordered probit models are used to identify whether consumption changes can be explained by socio-demographic, attitudinal or economic factors.

Two potential scenarios were evaluated to explore future consumption trends. The first “acceleration” scenario is that the restrictions would encourage people to speed up existing declines in meat consumption, perhaps taking more account of credence factors such as health, animal welfare and environmental issues. The second “transformation” scenario is that people will change consumption patterns, perhaps moving more towards home-cooked meals and increased consumption. Slightly stronger support was found for the transformation scenario, indicating that consumption rates for most meats and seafood will be stable or increase over the next five years.

This study capitalises on changed social and economic settings generated by COVID-19 to test the effects on consumption of meat (chicken, beef, pork, lamb) and seafood at a national level. Ordered probit models are applied to evaluate participant data on their future intentions for meat consumption to test two scenarios, finding stronger support for the “transformative” scenario than the “accelerate” scenario.

Purpose – The first purpose of this chapter is to better understand, and to propose a means to understand the ways selves are constructed in daily contingencies during consumption experiences. To do so, the second purpose, which aims to bring an additional contribution, is to investigate the materiality of consumer experiences in a technological context.

Methodology/approach – We have investigated materiality (as conceptualized by Miller) of experiences in online discussion forums in a community of video games enthusiasts. Grounded theory is elaborated from an ethnography mixing interviews and nonparticipative online observation. The focus is on consumers' perceptions of their constructions as subjects in relationship to the various objects and practices they face.

Findings – The process through which subjects are contingently constructed follows three intertwined logics. Each of these logics, namely (1) finding a position, (2) building “appropriation logics” and accomplishing practices, and (3) enacting meaning empowerments, is detailed in its specific contingencies and modalities.

Research limitations/implications – Contribution of this research relies mostly on findings from one online community.

Practical implications – This research opens new ways to understand technological consumption experiences as they are lived by consumers, and it allows for an understanding of structuration in experiences characterized beforehand by their indeterminacy.

Originality/value of chapter – This chapter belongs to the few ones that propose a methodological approach to tackle with the construction of the self in daily contingencies and with dynamic materiality. It also opens new ways to de-essentialize ordinary consumption activities.