Türkiye’de Vejetaryenlik: Tüketicilerin Sosyal Kimlik, Toplumsal Adalet ve İyi-Oluş Arayışları

Yıl 2023, Cilt: 14 Sayı: 2, 1 - 24, 16.10.2023

Selahattin Semih Karakurum Ayla Özhan Dedeoğlu

https://doi.org/10.18354/esam.1176660

Öz

Hayvan endüstrilerinin iklim krizine katkıda bulunup çevresel sorunların artmasına yol açması sorununa karşı çevre ve hayvan refahı söylemlerinin yükselmesiyle birlikte vejetaryen pazar tüm dünyada büyümeye başlamıştır. Farklı vejetaryenlik çeşitlerini benimsemiş tüketicilerin yaşam tarzı ve tüketim tercihleri, pazaryerine doğrudan yansıyabilmektedir. Temelinde etik, sağlık, çevresel ve tinsel motivatörlerin yer aldığı vejetaryen yaşam biçimi, iyi oluş ve hayvan haklarını da kapsayan toplumsal adalet arayışı içindeki tüketicilerin sosyal kimliklerini şekillendirmektedir. Bu çalışma, farklı motivasyonlarla vejetaryenliği seçen Türk tüketicilerin, vejetaryen ideoloji temelinde iyi-oluş arayışlarını ve pazaryerindeki adaletsizliklere karşı gösterdikleri tutum ve davranışlarını incelemek amacıyla yapılmıştır. Nitel verilerin analizi sonucunda elde edilen temel temalar, hayvanların nesneleştirilmesi; zulümsüz ürün; temel haklar, sağlık ve çevre; ötekileştirme ve grup-içi çatışma; kapitalizm ve fast-food endüstrisi çevresinde oluşmuştur.

Anahtar Kelimeler

Tüketici Kimlik Projeleri, Vejetaryen Söylem, İyi-Oluş, Ötekileştirme, Toplumsal Adalet

Vegetarianism in Turkey: Consumers' Search for Social Identity, Social Justice and Well-Being

Öz

Anahtar Kelimeler

Consumer Identity Projects, Vegetarian Discourse, Well-Being, Alienation, Social Justice

Kaynakça

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