Tobacco consumption in the home: impact on social relationships and marking territory

In this paper we move beyond viewing the home as a mere context for consumer decision-making to explore consumption practices and socio-spatial relationships within the home in relation to tobacco consumption. Based on focus groups conducted across ten European countries, our findings suggest that smokers view the home as a safe haven where they are sheltered from the outside regulatory environment. However, tension between smokers and nonsmokers demonstrates that consumption practices within the home may become a process of negotiation, resulting in smokers marking territory in efforts to avoid conflict.