Critical Consumption in Veg Community

Over the past years, the community of vegans and vegetarians has increased significantly, it has become more open and loud. Every year, people choose to adopt veg-lifestyle. Each member of the veg community has its own transition history and unique sets of beliefs and values that can differ even among strict vegans. Hence, the behavioral practices of members of the veg community will be different. The concept of critical consumption was appearing in parallel with developing of veganism cult. Critical consumption is a combination of consumer practices, some of them, such as ethical consumption, are directly related to veg-culture. In addition to ethical consumption, a critical approach includes many more forms. This study aims to find out whether vegans are involved in a variety of critical consumption practices. Besides, this study will try to find out how the vegan vision of consumed products is formed and what characteristics it has. In order to draw conclusions on the research issues, categorical analysis of interviews with the veg communities participants of Saint-Petersburg will be applied.