In order to achieve the goals of sustainable consumption, it is necessary to acquire more efficient methods, which focus not only on managing the consequences of unsustainable consumption, but primarily to reduce it. In contrast to other forms of sustainable shopping, package free shopping does not involve acquirement of more sustainable objects, but the exclusion of a problematic one – packaging. Package free shopping is therefore a way of an actual reduction of consumption and consequently a waste prevention method. Considering package free shopping as a social practice in which individuals successfully combine three elements: meanings, competences and materials, our main goal was to examine how package free shopping is established as a social practice from the consumer's point of view. Data for the research was obtained with a qualitative, inductive approach. We conducted three focus groups, as our purpose was to gain a deeper understanding of consumer's practices regarding package free shopping. Findings are focused on the meanings consumers associate with package free shopping, the necessary competences and the importance of the materials. We have also detected some obstacles consumers face in regarding to package free shopping in Slovenia. Our research shows that consumers perform other sustainable practices within consumption in a response to physical unavailability of the package free stores and the higher prices. To promote sustainable practices within consumption, especially package free shopping, we believe it would be necessary to find solutions related not only to individual consumers but to the wider environment and other stakeholders, as well.
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