The Life of Consumption Communities: A Study on Vegan Communities

Abstract

Marketplace cultures, one of the main theoretical frameworks within consumer culture theory (CCT), offers grounds for the study of consumer interactions with the marketplace. One kind of consumer interaction occurs inside consumption communities. Most of the consumption communities nowadays are online. Consumers go online to get information and advice from peers on their consumption options and processes. They participate in online forums and communities to connect with like-minded individuals, discuss topics of interest and share experiences. Taking the interpretive lens of CCT, we propose to analyse the ‘life’ of online consumption communities in the context of vegan consumption communities. We present the research agenda for this in-progress study and the suggestions for further research on consumption communities and, more specifically, vegan communities, as identified in our literature review.

Food safety and food quality. Proceedings of the scientific papers

“…Uskutočnilo sa niekoľko štúdií o vnímaní, spotrebe a nákupnom správaní spotrebiteľov v súvislosti s produktmi rastlinného pôvodu (Ruby et al, 2016;Miguel et al, 2021;Kilian a Hamm, 2021;Hungara et al, 2022;Paslakis et al , 2020), ktoré skúmali rôzne faktory, ako sú postoje spotrebiteľov k tomuto typu stravy, názory na zdravie a výživu, etické obavy, preferencie chuti a dostupnosť rastlinných produktov na trhu; teraz sa otvára medzera, ktorá vytvára nový fenomén, kde je potrebné zistiť, ako sa spotrebitelia rozhodnú zmeniť svoj životný štýl a prístup k životu, a čo je najdôležitejšie, prečo.…”