The Vegan Food Experience: Searching for Happiness in the Norwegian Foodscape

Abstract

The purpose of this study was to go beyond an oversimplified representation of the vegan food experience and approach the investigation of such experience, in particular of happiness deriving from food choices, including factors at the macro and micro level. Broadening the concept of foodscape to emphasize the experiential aspect of food, this study explored how the vegan food experience can be described as a situated story about vegans searching for hedonic and eudaimonic well-being. Veganism in a Norwegian context was investigated through analysis of various secondary and primary data sources, including newspapers, social media, websites, interviews, and observation. The findings suggested that the story framing the vegan food experience is characterized by a fundamental lack of interest and knowledge about plant-based food and veganism at the macro level. At the micro level, the story concerns vegans experiencing sensuous gratification, enjoyment, conviviality, and meaningfulness in limited groups, but also isolation and frustration. This study contributes to an approach to vegan food experiences that takes into consideration contextual factors, as well as relevant well-being related emotions at the individual level. From a practical point of view, this study provides an opportunity, in particular for government bodies, to improve information about the potential benefits and challenges of plant-based diets and confront possible discriminatory attitudes towards vegans.

Plant-based meat packaging and consumer dietary habits

“…To help their friends feel comfortable, omnivores accept the use of meat-related words. This supports Bolderdijk and Cornelissen's (2022) results regarding meat-free social stigma and the related diffused sense of isolation (Bertella, 2020) and a tendency to be open to the use of such words on packaging to prevent people from giving up on reducing their meat consumption just because this implies taking a minority position.…”

Combining Foodscape and Touristscape: International Tourism Marketing for Singapore and Batam

“…Additionally, Singapore's well-developed Touristscape, characterized by modern infrastructure, efficient transportation, and world-class attractions, complements its Foodscape, ensuring seamless navigation and accessibility for tourists. Overall, the combination of Foodscape and Touristscape in Singapore creates a dynamic and immersive experience for tourists, offering them a taste of Singapore's rich cultural tapestry while providing the convenience and comfort necessary for an enjoyable visit (Bertella, 2020;Björk & Kauppinen-Räisänen, 2019;Naumov & Dutta, 2020).…”

Conceptualizations of Happiness and Vegetarianism: Empirical Evidence from University Students in Spain

“…There is some more evidence concerning the connection between being vegetarian and the experience of being well. Prior research on this subject has primarily centered on subjective wellbeing measures (Dobersek et al, 2021;Krizanova & Guardiola, 2020), personality traits and happiness (Aslanifar et al, 2014), or happiness and the relationship with food practice (Bertella, 2020;Twine, 2014). However, as far as the authors are aware, no research to date has addressed vegetarians' philosophical evaluations of happiness.…”