Houve um crescimento substancial constatado nos últimos anos no número de pessoas adotando dietas veganas em várias áreas do mundo, incluindo nas Américas, na Europa e em diferentes regiões da Ásia. Em 2012, já existiam cerca de 16 milhões, 5 milhões e 1,68 milhão de pessoas veganas nos Estados Unidos, Brasil e Inglaterra, respectivamente. Questões de saúde, de meio ambiente e de direitos dos animais são algumas das preocupações do consumidor vegano. Essas causalidades também são características do consumo consciente. O consumo de produtos está conduzido por fatores econômicos, sociais, culturais, pessoais e ambientais que atuam sobre o fator a decisão de compra e de o comportamento do consumidor. Nesse sentido, questiona-se qual é o perfil e suas principais motivações que influenciam o comportamento do consumidor vegano no Brasil Para obter essa resposta, foram escritos dois artigos, a fim de atender os seguintes objetivos: Artigo I) contextualizar o estado da arte do consumo vegano; e Artigo II) caracterizar o perfil dos consumidores veganos; e identificar e analisar as motivações que orientam e influenciam o comportamento de consumidores veganos, com base na Teoria do Comportamento Planejado (TCP). Para o consumidor vegano, a TCP auxilia na abordagem das motivações que fazem parte para a compreensão do comportamento do consumidor planejado. Os resultados encontrados no primeiro artigo apresentam que as pesquisas sobre o consumo vegano cresce a partir de 2009, sendo um dos países que mais pesquisam sobre o assunto são os Estados Unidos, com 22 artigos. Além disso, ressalta-se que ao longo dos anos foram descobertas novas pesquisas que ratificam a importância de os indivíduos aderirem uma dieta vegana, por questões de saúde, de meio ambiente, corroborando para o consumo consciente Já no segundo artigo, os resultados mostram que a maioria dos consumidores veganos são do sexo feminino, jovens, solteiros, com ensino superior completo e pós-graduação e com menos e mais de um ano de veganismo. As principais variáveis que influenciam e orientam o comportamento do consumidor vegano estão relacionadas a sua saúde, às intenções comportamentais, aos alimentos ecoinovadores, ao direito dos animais e ao meio ambiente. Portanto, o comportamento do consumidor vegano, quando aplicado à TCP, revela que as atitudes, normas subjetivas e controle percebido geram um comportamento do consumidor planejado ao veganismo. Conclui-se que o consumo vegano tornou-se um nicho de mercado, contribuindo para a produção de alimentos ecoinovadores. Sob o ponto de vista do agronegócio, salienta-se que novas cadeias de produção de alimentos, diferenciação de produtos, estímulo à produção de orgânicos, estratégias de mercado e ampliação da oferta para atender a demanda são algumas ações positivas que podem impactar e promover a expansão desse nicho de mercado. / There has been substantial growth in recent years in the number of people adopting vegan diets in various areas of the world, including in the Americas, Europe and different regions of Asia. In 2012, there were already around 16 million, 5 million and 1.68 million vegans in the United States, Brazil and England, respectively. Health, environment and animal rights issues are some of the concerns of the vegan consumer. These causalities are also characteristic of conscious consumption. The consumption of products is driven by economic, social, cultural, personal and environmental factors that act on the buying decision factor and consumer behavior. In this sense, it is questioned what is the profile and its main motivations that influence the behavior of the vegan consumer in Brazil To obtain this answer, two articles were written in order to meet the following objectives: Article I) contextualize the state of the art of vegan consumption; and Article II) characterize the profile of vegan consumers; and to identify and analyze the motivations that guide and influence the behavior of vegan consumers, based on the Theory of Planned Behavior (TCP). For the vegan consumer, TCP assists in approaching the motivations that are part of understanding the intended consumer behavior. The results found in the first article show that research on vegan consumption grows from 2009, with one of the most researched countries being the United States, with 22 articles. In addition, it is emphasized that over the years new research has been discovered that ratify the importance of individuals adhering to a vegan diet, for health reasons, of the environment, corroborating for conscious consumption. The second article, the results show that the majority of vegan consumers are female, young, single, with full college and postgraduate education and with less than and more than one year of veganism. The main variables that influence and guide the behavior of the vegan consumer are related to their health, behavioral intentions, ecoinovator foods, animal rights and the environment Therefore, vegan consumer behavior, when applied to TCP, reveals that attitudes, subjective norms and perceived control generate consumer behavior designed for veganism. Concluded that vegan consumption has become a niche market, contributing to the production of ecoinovadores foods. The point of view of agribusiness, it should be pointed out that new food production chains, product differentiation, organic production incentives, market strategies and supply expansion to meet demand are some positive actions that can impact and promote expansion of this niche market.

Em relação ao vestuário utilizável pelo público vegano (indivíduos que se abstêm, por motivos éticos e/ou ideológicos, na medida do possível, do consumo de produtos e serviços provenientes do reino animal), há diversas alternativas sintéticas aos materiais de origem animal que os substituem em suas funções práticas, estéticas e/ou simbólicas. De arremedos burlescos a imitações fidedignas da realidade, simulacros de peles, penas, pelos, ossos e secreções de animais, à primeira vista, de perto, de longe e/ou aos olhos de leigos, em diferentes graus de realismo, figuram aspectos estéticos e sensoriais que os tornam difíceis de serem distinguidos de genuínos materiais de origem animal. Neste contexto, o presente estudo concerne uma investigação qualitativa exploratória de caráter sobretudo fenomenológico, acerca da reflexão sobre a problemática de possíveis implicações conceituais e práticas mais notáveis, sob o enfoque ético, estético, sociológico, semiótico e prático, da ideia de simulacro, emulação e cópia de materiais de origem animal e/ou que façam referência, alusão ou evoquem aspectos exteriores de corpos de animais em vestuário de veganos. Para tanto, a partir de levantamentos de comentários de usuários veganos em redes sociais da internet, aplicação de questionários e entrevistas em profundidade com usuários, ativistas do movimento vegano e especialistas teóricos, espera-se, com esta contribuição, iluminar os campos do design de moda, do veganismo e, consequentemente, dos direitos dos animais. Alguns dos resultados desta investigação sugerem, por exemplo, que, enquanto, para alguns usuários, o recurso a alternativas consideradas como veganas seria aceitável pelo fato de substituírem atributos funcionais, estéticos e até afetivos de roupas e acessórios diretamente associados, por eles, a sofrimento, para outros usuários, seria objeto de reprovação. Segundo parte dos respondentes, devido ao razoável grau de fidedignidade de vários destes simulacros, o mero uso deste tipo de material artificial resultaria pouco aceitável por ser insuficientemente discernível de materiais derivados de corpos de animais. Nestes casos, esta verossimilhança poderia, segundo eles, indiretamente promover a ideia de que o uso de materiais de origem animal seria admissível, contribuindo, assim, para estimular o consumo de vestuário não condizente com a ideologia que adotam / In the cathegory of clothing which can be worn by the vegan public that is, by those who abstain as much as possible from consuming products and services of animal origin for ethical and ideological reasons there are various synthetic alternatives to materials of animal origin which fulfill the practical, aesthetic and/or symbolic functions. From burlesque copies to reliable imitations, like those of leather, feathers, fur, bones and animal secretionswith different degrees of realism, they haveat first, up close, or from a distance and/or to the eyes of laypeople, aesthetic and sensorial aspects that make it difficult to distinguish from genuine materials of animal origin. This study is a qualitative, exploratory, phenomenological investigation about the problematic of some of the most notable possible conceptual and practical implications, from the practical, aesthetic, philosophical, sociological and ethical viewpoints, of the idea of imitation, emulation and copying of materials of animal origin or materials which make a reference or allusion to, or which evoke exterior aspects of, animals bodies in vegans\' clothing.To this end, based on searches for vegan users comments in online social media, questionnaires and in-depth interviews with users, vegan movement activists and theoretical specialists (like ethics philosophers and designers specializing in ethical fashion), the aim of this study, based on conclusions obtained through analysis of these different points of view, is to illuminate the fields of fashion design, veganism and consequently, animal rights. Results of this investigation suggest, for instance, that for some users, making use of alternatives considered vegan would be an acceptable practice because they would replace functional, aesthetic and even affective attributes of clothing and accessories that such users otherwise associate with pain, while for other users this option would be objectionable. According to some respondents, due to the reasonably high level of visual similarity of various types of such simulacra, merely employing these animal byproducts would be considered less acceptable, given their insufficiently discernible distinction from animal-body materials. In such instances, they felt this verisimilitude could indirectly foster the idea that the use of such animal-origin material would be acceptable, therefore contributing to promoting the consumption of clothing of a type which is against the principles they adopt

This study examines differences and similarities in how two animal ethicists living in different times have argued for a liberation of the animals, the basis for the study is Lewis Gompertz Moral Inquiries: On the Situation of Man and of Brutes (1824) and Peter Singers Animal Liberation (1975). The analysis has been conducted with a historical perspective where close reading and contextualization have been used to further understand both the sources and the authors. The investigation is limited to four themes: animal's ability to experience, to kill animals, using animals and products of animals, and finally the idea of equality. The study concludes that there are significant similarities between the arguments Gompertz and Singer use, and that their ideas are rooted in a view of equality where the ability to suffer and have needs should be fundamental for our moral caring towards other creatures. A significant difference between the authors is their relationship to reason, where Gompertz highlights the animals' ability to reason as a cause to treat them well while Singer dismisses the idea that such abilities are of any interest for our moral considerations. The study also points out that the differences in the authors' conclusions and arguments can be understood on the basis of the scientific and intellectual context they operate in, where Gompertz can be described as an enlightenment philosopher with a strong belief in the developable reason within creatures, while the modern-day philosopher Singer rather sees reason as excluding, not only of animals but also of human beings. For animals to be liberated from man's oppression, both writers argue that it is necessary for man to eat a vegetarian diet.

Eating meat is an increasingly problematic social practice. It has devastating environmental effects; itends and exploits animals’ lives and as a social practice it is also connected to other oppressive systems.In our culture, meat is symbolically tied to manhood and the ideological system of carnism that supportsanimal exploitation. This strong relationship between meat and masculinity becomes a problem for vegan men that wishes to advance animal welfare but are held back by masculine norms. Must masculinity be contested by vegan men in order to advance veganism? This research explores vegan men’s perception of masculinity and veganism through six in-depth interviews. The study uses thematic analysis and utilises Connell’s theory of hegemonic masculinity to explore these vegan men’s perception and relationship to masculinity in a vegan context. The study shows that vegan men disassociate themselves from what they perceive to be negative masculine traits. Instead, they endorse feminine traits such as humility andempathy leading to what they perceive to be a more mature identity. However, and as this study shows,masculinity is still much in focus. While asserting that men’s role in veganism is crucial to reach other men, they advance masculine traits such as rationalism, knowledge, argumentation and winning. Following the political theorist Wendy Brown, these traits are comprehended as adhering to a neoliberalist subject position that frames our contemporary political landscape. The study shows how hegemonic forms of masculinity may be reproduced through veganism by appeal and consensus with masculine norms.

La evolución de una nueva conciencia sobre problemas medioambientales provocó un cambio en la toma de decisiones de las personas respecto a su estilo de vida. Es por esta razón que el veganismo cobra mayor relevancia, pues se caracteriza en no solo ser un consumo libre de productos de origen animal sino también es un estilo de vida basado en la ética. El principal objetivo de este estilo de vida radica en el interés por involucrarse en un cambio pensando en el bienestar y desarrollo del futuro. El proyecto estudia la conexión y sensibilidad que caracteriza al vegano respecto a su preocupación por los animales y el cuidado del medio ambiente. La presente investigación tiene como objetivo proponer un proyecto de diseño a partir del estudio teórico y visual del veganismo. Para la colección se tomó como principal inspiración los colores de alimentos y la naturaleza, los cuales se trasladan a siluetas y texturas dentro de la colección. Asimismo, se busca transmitir el veganismo mediante el uso de procesos sostenibles, tintes naturales y materiales de origen vegetal. / The evolution of a new awareness of environmental problems caused a change in people's decision-making regarding their lifestyle. It is for this reason that veganism becomes more relevant, since it is not only as a free consumption of products of animal origin but also a lifestyle based on ethics. The main objective of this lifestyle lies in the interest to get involved in a change, thinking about the well-being and development of the future. The project studies the connection and sensitivity that characterizes vegan people regarding their concern for animals and caring for the environment. The present research aims to propose a design project based on the theoretical and visual study of veganism. The present research aims to propose a design project based on the theoretical and visual study of veganism. The main inspiration for the collection was food colors and nature, which are transferred to silhouettes and textures within the collection. Likewise, it seeks to transmit veganism through the use of sustainable processes, natural dyes and materials of plant origin. / Trabajo de investigación

Responsible tourism is tourism which aims at minimizing negative environmental, social, and economic impacts, and benefits the local community. One crucial aspect is being neglected in the context of responsible tourism – the environmental impacts of food consumption. The impacts on the environment may vary depending on the dietary lifestyle. According to research, a vegan diet is generally less taxing on the environment than for example vegetarian or omnivorous ones. In this quantitative study, 161 participants, who consider themselves responsible tourists, were asked about their knowledge, attitudes, and behaviour regarding the environmental benefits of veganism. The data were analysed using linear regressions within the mediation model and two-sample t- tests. I found that attitudes partly mediate the relationship between knowledge and behaviour. Vegans are more knowledgeable about the environmental benefits of veganism than omnivores. Besides, vegans showed the most pro-environmental attitudes and behaviour, followed by vegetarians and omnivores. Less than half of the sample perceive veganism as a part of responsible tourism. Those respondents who perceive it so are mainly vegans and vegetarians. A campaign that would raise awareness of the environmental benefits of veganism in the context of responsible travel needs to be implemented. A qualitative study should follow, and further research needs to be done among additional samples, such as typical mass tourists.

This study aimed to examine how a company like Anamma creates a platform where people can connect and inspire others to buy vegan food and what strategies they use to do so. The empirical material consisted of eight posts on Instagram made by the Swedish vegan company Anamma. The posts are showing how vegan meals can be healthy, tasteful but also how it is good for the environment. Since the material in these posts were both text, pictures and animated videos a multimodal analysis was most suitable to get a valid and true result. Initially the posts were analyzed one by one. Then we summarized the result into three themes based on what was discovered during the first analysis. The study shows that Anamma is using strategic tools like the theory of Two-step-flow, or Word of mouth to make people hear about them. By using hashtags and tagging people they are creating a chain of equivalence, using the digital platform to spread their message. They also use words like, “together”, “all of us” and “save the planet” et cetera, which is assumed to make people want to be a part of making the world a better place. Also, they frequently use statistics as a strategy of persuasion to show how much less effluent vegan food is to the environment compared to meat. Using the word “Anamma-friends” is a strategy that helps create a strong community for their customers. All their strategies combined contributes to creating social identity and a feeling of belonging. However, this study is not a study of communication effects, since that would require a different approach. Therefore the conclusion of this study is that Anammas communication is effective and adequate towards the social context and can be seen as successful in relation to the purpose of the study.

This paper explores the usage of digital behavior change applied to veganism by applying various concepts from different behavior change models. These models are used as a basis to create several intervention posts that are presented to participants over a period of 8 days via the medium of Instagram. The transtheoretical model is used as a tool of measurement of how participants progress by placing them in distinct stages of change, based on interviews conducted before and after being exposed to the intervention posts. For this purpose, several behavior change interventions are designed with the help of the Behavior Change Wheel model. By measuring the rate of recollection of each intervention post we get an overview of how well different types of posts stick in memory. Of the intervention functions in the Behavior Change Wheel, Education was found to be the most important in our study, meaning that most participants found a lack of knowledge to be a limiting factor. The economical aspect of vegan food was also found to be a major aspect in our sample group of university students. Additionally it was observed that participants were communicating and recommending recipes to each other, it was found that this had a major influence on the behavior of our participants. / Den här rapporten utforskar användningen av digitala beteendeförändrings-metoder applicerat på veganism genom att använda koncept från två beteendeförändrings-modeller. Dessa modeller används som bas för att skapa flera interventions-inlägg som presenteras för deltagarna via Instagram under en period av 8 dagar. Intervjuer utförs före och efter studieperioden för att placera varje deltagare i en utav den Transteoretiska modellens skeden som används för att mäta hur interventions-inläggen påverkar dem. Genom att mäta vilka inlägg som deltagarna kom ihåg får vi en överblick av hur väl olika typer av inlägg fastna på minnet. Modellen Behavior Change Wheel används för att designa själva interventionerna och av dess interventions-funktioner så verkade Utbildning vara den viktigaste i vår studie då de flesta deltagarna ansåg att avsaknaden av kunskap var en begränsande faktor. Den ekonomiska aspekten av vegansk mat ansågs också vara en stor faktor i vår provgrupp som bestod av universitetsstudenter. Ytterligare så observerades det att deltagarna kommunicerade och rekommenderade recept till varandra vilket visade sig ha ett stort inflytande be deras beteende.

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