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date: 11 December 2018

Abstract and Keywords

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.

Keywords: social movement, vegetarianism, meat alternatives, social media, lifestyle

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