Surviving and Sustaining: The perceived importance of sustainable diet practices among immigrant mothers

Amidst an increasing emphasis on sustainability, ongoing conflicts and humanitarian crises pose significant challenges. This study explored how Ukrainian mothers in Denmark navigate the adoption sustainable diets while addressing challenges such as displacement and cultural adaptation. Using a qualitative approach, we conducted semi-structured interviews with 22 mothers from diverse socio-demographic backgrounds, with durations of residence in Denmark ranging from 1.5 to 17 years. Based on a reflexive thematic analysis, three main themes were generated: 1) Surviving: The non-urgency of sustainability; 2) Sustaining: A priority of a healthy diet; 3) Paradise Lost: The essence and taste of home. Drawing on the consumer socialisation theory and acculturation elements, this research identified three acculturation strategies regarding the perceived importance of sustainable diet practices: separation, marginalization and, driven by reverse consumer socialisation, integration. The study finds that mothers with refugee background facing higher stress levels tend to adopt marginalization strategies. It is proposed that for participants who had settled in Denmark before 2022, the emotional burden of war leads to a melancholic separation. This study highlights the need for culturally sensitive policies that promote sustainable practices while addressing the immediate needs of displaced populations, advocating for inclusive education on feasible sustainability practices and framing them as beneficial for both health and the environment to resonate with diverse communities. Future research should deepen the understanding of reverse consumer socialisation dynamics within immigrant families.