Elizabeth Shove is involved in a lot of interesting stuff on consumption practices.
She is professor in Sociology at Lancaster University. Check out this.

http://www.lancs.ac.uk/fss/sociology/staff/shove/shove.htm

Here can you also find the work she has done together with Mika Pantzar on Nordic walking, digital photography and floorball.

This is not very managerial, but it is easy to see how companies could utilise these kind of studies.