Coffee Heaven : An ethnological study of the logic of sustainability, justice and Swedishness through coffee consumption in Sweden

“Coffee Heaven - an ethnological study of the logic of sustainability, justice and Swedishness through coffee consumption in Sweden” is the english title of this essay. The purpose of the study is to identify and analyze different logics that produce, negotiate and stabilize coffee consumption as a culture phenome, based on the logics expressed and used in actors’ statements about coffee, sustainability and social justice. The analysis takes place through a logic perspective that focuses on how the production and consumption of coffee as an idea is motivated in a time where consumption and production of coffee involve a range of power relations that can be understood as incompatible with just a sustainable climate. Furthermore, the social context of coffee, conceptions of Swedishness and how actors construct sustainability as a cultural concept is studied. The study is based mainly on interviews and digital ethnography of Sweden's four largest roasteries. The result of the study is that coffee consumption is naturalized and illuminated with a sustainability perspective, so the actors use various anthropocentric logics to understand the continued production and consumption of coffee. Sustainability is cultivated in the actor’s statements to conform to their own existing contexts, which can validate coffee as a sustainable av just practice