Ethical Vegans: a Way to Be(Have)

Topics: Veganism, Animal product, Vegetarianism Pages: 9 (2974 words) Published: February 12, 2013
Ethical Vegans – a way to (be)have

Course: Consumer Behaviour
Professor: Wendy Hein

Group members:
Anita JosID: 1281428
Eleonora MoriciID:
Ewa WojtowiczID: 12838226
Katharina KresingID: 12818427
Kitty Lai-YeeID: 12912537

Table of Contents
1.1What is ‘ethical veganism’?3
1.2 Methodology3
2.Interpretation and critical analysis3
2.1 Different ways to behave vegan3
2.2 Vegans as a type of subculture and the Burning man Festival4
2.2 Vegans seen as tribes5
2.3 Critique5
2.3.1 Purchasing vegan food5
2.3.2 Non-public activism5
2.3.3 Downshifting6
2.3.4 Substitute6
3.Strategic Suggestions6
3.1 Loyalty Marketing6
3.2 Cause Marketing7
3.3 Community7
3.4 Exposure7
3.5 Labelling8

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 ethical vegans would occasionally consume meat and other animal products to prevent them from going to waste. They believe that this does not compromise their cause as they are not actively contributing to the industries that are exploiting the animals (Shewry, 2012). When it comes to other forms of consumption such as clothing and everyday products, ethical vegans strive to purchase items that do not directly or indirectly cause harm to animals and the environment such as vegan shoes and vegetable-based cleaning products (Vgr, 2012). While some ethical vegans, do not participate in any form of organized advocacy, preferring a more personal, informal approach to advocacy. Others, are very active in the vegan community; living in vegan squats, and volunteering at places like Pogo Café. Despite the differences in their approach, the vast majority of vegans are eager to introduce non-vegans to the cause, presenting them with information concerning the mistreatment of animals for the sake human consumption (Shewry, et al., 2012). 1.2 Methodology

In order to gain insight into this phenomenon, researchers visited Pogo Café in Hackney, London, to experience and observe the nature of this subculture first hand. With regular events such as free movie nights, music gigs, art exhibits, yoga classes, board games and open discussions, Pogo Café is an inviting and interactive space where the vegan community can unite for its cause and non-vegans can learn about veganism and other ethical concerns (PogoCafe, 2012). To gain qualitative insight into the minds of this subculture, researchers conducted a series of unstructured interviews with a patron, and two volunteers at the café (Appendix). 2. Interpretation and critical analysis

2.1 Different ways to behave vegan
By examining the interview it is noticeable that all of the three different characters are demonstrating various levels of being ethically vegan. Between the three, Jozsef is living the vegan lifestyle in...
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