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One third of all water and energy in Denmark, and in many other developed countries, is consumed directly in households. A significant part of this usage is related to cleanliness practices that are steadily changing toward more frequent showers and clothes washing. These trends will inevitably lead to still greater water and energy consumption. This article analyzes a set of in-depth interviews with teenagers and their parents to shed light on the cultural and social processes that shapedoi:10.1080/15487733.2007.11907998 fatcat:rptmrc5qcfc6viavt2zvrr764i