Ethical Vegans: a Way to Be(Have)
Ethical Vegans – a way to (be)have
Course: Consumer Behaviour
Professor: Wendy Hein
Group members:
Anita Jos ID: 1281428
Eleonora Morici ID:
Ewa Wojtowicz ID: 12838226
Katharina Kresing ID: 12818427
Kitty Lai-Yee ID: 12912537
Table of Contents 1. Introduction 2 1.1 What is ‘ethical veganism’? 3 1.2 Methodology 3 2. Interpretation and critical analysis 3 2.1 Different ways to behave vegan 3 2.2 Vegans as a type of subculture and the Burning man Festival 4 2.2 Vegans seen as tribes 5 2.3 Critique 5 2.3.1 Purchasing vegan food 5 2.3.2 Non-public activism 5 2.3.3 Downshifting 6 2.3.4 Substitute 6 3. Strategic Suggestions 6 3.1 Loyalty Marketing 6 3.2 Cause Marketing 7 3.3 Community 7 3.4 Exposure 7 3.5 Labelling 8 4. Conclusion 8
1. Introduction
This research aims to provide insight into the consumption habits of ethical vegans through an analysis of their motivations, values, behaviours, and lifestyle using theoretical frameworks.
According to the Vegetarian Resource Group vegans, like vegetarians, do not eat meat, fish, or poultry. Additionally, they do not use animal products and by-products such as eggs, dairy products, honey, leather, fur, silk, wool, or cosmetics, and soaps derived from animal products. Ethical vegans share the common belief that humans have the responsibility to promote a more humane and caring world (Vrg, 2012).
For ethical vegans, veganism is a philosophy that goes far beyond dietary habits. It is a core value system in which members seek to end the exploitation of animals; abiding by a lifestyle that omits products and services that may directly, or indirectly, involve the suffering of animals (Vrg, 2012).
For the purpose of this study, researchers will be focusing on ethical vegans only; those who follow a vegan diet out of necessity or strictly for nutritional or religious purposes are exempt. 2.1 What is ‘ethical veganism’?
Unlike dietary vegans, some
Course: Consumer Behaviour
Professor: Wendy Hein
Group members:
Anita Jos ID: 1281428
Eleonora Morici ID:
Ewa Wojtowicz ID: 12838226
Katharina Kresing ID: 12818427
Kitty Lai-Yee ID: 12912537
Table of Contents 1. Introduction 2 1.1 What is ‘ethical veganism’? 3 1.2 Methodology 3 2. Interpretation and critical analysis 3 2.1 Different ways to behave vegan 3 2.2 Vegans as a type of subculture and the Burning man Festival 4 2.2 Vegans seen as tribes 5 2.3 Critique 5 2.3.1 Purchasing vegan food 5 2.3.2 Non-public activism 5 2.3.3 Downshifting 6 2.3.4 Substitute 6 3. Strategic Suggestions 6 3.1 Loyalty Marketing 6 3.2 Cause Marketing 7 3.3 Community 7 3.4 Exposure 7 3.5 Labelling 8 4. Conclusion 8
1. Introduction
This research aims to provide insight into the consumption habits of ethical vegans through an analysis of their motivations, values, behaviours, and lifestyle using theoretical frameworks.
According to the Vegetarian Resource Group vegans, like vegetarians, do not eat meat, fish, or poultry. Additionally, they do not use animal products and by-products such as eggs, dairy products, honey, leather, fur, silk, wool, or cosmetics, and soaps derived from animal products. Ethical vegans share the common belief that humans have the responsibility to promote a more humane and caring world (Vrg, 2012).
For ethical vegans, veganism is a philosophy that goes far beyond dietary habits. It is a core value system in which members seek to end the exploitation of animals; abiding by a lifestyle that omits products and services that may directly, or indirectly, involve the suffering of animals (Vrg, 2012).
For the purpose of this study, researchers will be focusing on ethical vegans only; those who follow a vegan diet out of necessity or strictly for nutritional or religious purposes are exempt. 2.1 What is ‘ethical veganism’?
Unlike dietary vegans, some