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This article presents a study of Swedish waste minimisation bloggers, often called zero waste bloggers. Through the lens of practice theory, the study shows that household waste is an unintended consequence of maintaining shared practices. The studied bloggers choose to maintain shared practices such as dressing well and buying takeaway lunch, but still manage to reduce their household waste. Waste reduction is acted out by altering some of the activities of which practices are made up by, such as applying the circular wardrobe and bringing their own food container. This becomes possible as the households reflect on their own consumption practices and thereby perceive opportunities to reduce their waste. Apart from lacking opportunities, waste minimisation is challenged by firmly established norms, such as shopping and the perception that recycling is good enough. Activities may also be challenged by other actors who inevitably get involved as activities change. This study suggests that if waste prevention is to become a shared practice more opportunities for waste prevention need to be normalised.

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