Veganism and plant-based eating

Analysis of interplay between discursive strategies and lifestyle political consumerism

Piia Jallinoja, Markus Vinnari, Mari Niva

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

In recent years, there has been an increased mobilization around veganism and plant-based diets. This chapter analyzes this mobilization, the evolution of the images and practices of vegan eating, and associated kinds of political consumerism. The chapter demonstrates how vegan eating takes place as an assemblage of several actors and platforms, such as consciousness-raising campaigns, vegan bloggers, pledges and festivals, and new vegan foods marketed as “cool” and suitable for everyone. The concepts of boycott and buycott are too narrow to adequately describe veganism as political consumerism. Instead, discursive and lifestyle political consumerism and their interplay characterize the current building of new images and communities. The internet and social media have a central role in shaping the cultural contents of the “veggie trend.” Moreover, vegan eating is not always inspired by other-oriented motives but also by self-regarding motives, such as health, pleasure, and distinction.
Original languageEnglish
Title of host publicationThe Oxford Handbook of Political Consumerism
EditorsMagnus Boström, Michele Micheletti, Peter Oosterveer
Number of pages28
Place of PublicationNew York
PublisherOxford University Press
Publication date2018
ISBN (Electronic)9780190629038
DOIs
Publication statusPublished - 2018
MoE publication typeA3 Book chapter

Publication series

NameOxford handbooks online

Fields of Science

  • 512 Business and Management
  • social movement
  • vegetarianism
  • meat alternatives
  • SOCIAL MEDIA
  • LIFESTYLE
  • 5141 Sociology

Cite this

Jallinoja, P., Vinnari, M., & Niva, M. (2018). Veganism and plant-based eating: Analysis of interplay between discursive strategies and lifestyle political consumerism. In M. Boström, M. Micheletti, & P. Oosterveer (Eds.), The Oxford Handbook of Political Consumerism (Oxford handbooks online). New York: Oxford University Press. https://doi.org/10.1093/oxfordhb/9780190629038.013.52
Jallinoja, Piia ; Vinnari, Markus ; Niva, Mari. / Veganism and plant-based eating : Analysis of interplay between discursive strategies and lifestyle political consumerism. The Oxford Handbook of Political Consumerism. editor / Magnus Boström ; Michele Micheletti ; Peter Oosterveer. New York : Oxford University Press, 2018. (Oxford handbooks online).
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Jallinoja, P, Vinnari, M & Niva, M 2018, Veganism and plant-based eating: Analysis of interplay between discursive strategies and lifestyle political consumerism. in M Boström, M Micheletti & P Oosterveer (eds), The Oxford Handbook of Political Consumerism. Oxford handbooks online, Oxford University Press, New York. https://doi.org/10.1093/oxfordhb/9780190629038.013.52

Veganism and plant-based eating : Analysis of interplay between discursive strategies and lifestyle political consumerism. / Jallinoja, Piia; Vinnari, Markus; Niva, Mari.

The Oxford Handbook of Political Consumerism. ed. / Magnus Boström; Michele Micheletti; Peter Oosterveer. New York : Oxford University Press, 2018. (Oxford handbooks online).

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

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Jallinoja P, Vinnari M, Niva M. Veganism and plant-based eating: Analysis of interplay between discursive strategies and lifestyle political consumerism. In Boström M, Micheletti M, Oosterveer P, editors, The Oxford Handbook of Political Consumerism. New York: Oxford University Press. 2018. (Oxford handbooks online). https://doi.org/10.1093/oxfordhb/9780190629038.013.52