An ethnographic study of the consumption resistance movement of vegetarians

• Grant number: 14/06250-1
• Support Opportunities: Scholarships in Brazil - Doctorate
• Start date: July 01, 2014
• End date: February 12, 2017
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
• Principal Investigator: Tania Modesto Veludo de Oliveira
• Grantee: Renata Andreoni Barboza
• Host Institution: Escola de Administração de Empresas de São Paulo (EAESP). Fundação Getúlio Vargas (FGV). São Paulo , SP, Brazil
• Associated scholarship(s): 15/09854-8 - My tattoo talks about my soul!: the representation of the collective identity of a group of vegans and vegetarians, BE.EP.DR

Abstract

Studies in consumer behavior have focused traditionally on purchasing processes, consumption and disposal of goods. However, over the past two decades, have been gaining strength studies that seek the phenomenon of consumption resistance, in which individuals decide not to purchase or not consume some products (Fournier, 1998). This study aims to analyze a particular social movement of consumption resistance: vegetarianism. This research will be held in São Paulo, trying to understand why and how vegetarians are mobilized to achieve greater inclusion and choice in traditional markets. The paper will analyze the extent to which this group of consumers affects the market dynamics and how their collective identity is constructed. Research with interpretive, qualitative approach, using ethnographic interviews and photographs will be held. In addition, a videography is performed. These individuals will be accompanied in their acts of consumption resistance of food and / or linked to the meat industry items such as manifestations, protests, pamphlets and also at the time of purchase and consumption. We will interpret our data design in the light of the main concepts of institutional theory and the new social movements theory. As a form of data analysis will be used critical discourse analysis. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

BARBOZA, RENATA ANDREONI; VELUDO-DE-OLIVEIRA, TANIA M.. Vive la revolution animal! Using storytelling to explore prefigurative practices in consumer activism. JOURNAL OF MARKETING MANAGEMENT, v. N/A, p. 22-pg., 2022-05-22. (14/06250-1)