Motivação, valores e sentimentos por trás da resistência ao consumo e veganismo / Motivation, values and feelings behind consumer resistance and veganism

Claudia Rosa Acevedo, Helenita Tamashiro, Carmen Lídia Ramuski, Marcio Miguel Acevedo, Isabela Campo, Bruno Catão

Abstract


O anticonsumo é uma tendência que apresenta várias facetas, e em uma delas encontramos o veganismo. Por sua natureza, o consumidor vegano se recusa a consumir produtos e serviços que envolvam animais em sua produção, tornando-se um ótimo mercado alvo para os produtores ditos como sustentáveis. O presente estudo utilizou a pesquisa etnográfica para revelar a moral e ética do consumo vegano, amplamente voltadas ao consumo ético e sustentável. Entre outras coisas, ficou definido que o consumidor vegano muitas vezes se vê marginalizado pelo mercado tradicional, que ainda vende produtos veganos a preços muito mais altos do que os de suas contrapartes não-veganas. Ficou claro que os veganos apresentam um ressentimento aos excessos da cultura de consumo desenfreado e veem as empresas que o fomentam como gananciosas e egoístas.

 

 


Keywords


Anticonsumo, resistência ao consumo, veganismo, resistência disposicional

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THE VEGAN SOCIETY. Disponível em: < http://www.vegansociety.com>. Acesso em: 10 abr. 2013.




DOI: https://doi.org/10.34117/bjdv5n8-118