esam Ege Stratejik Araştırmalar Dergisi 1309-887X 2149-0465 Ege Üniversitesi 10.18354/esam.1176660 Organisational Planning and Management Organizasyonel Planlama ve Yönetim Türkiye’de Vejetaryenlik: Tüketicilerin Sosyal Kimlik, Toplumsal Adalet ve İyi-Oluş Arayışları Vegetarianism in Turkey: Consumers' Search for Social Identity, Social Justice and Well-Being https://orcid.org/0000-0002-6121-8818 Karakurum Selahattin Semih EGE ÜNİVERSİTESİ https://orcid.org/0000-0002-0179-0644 Özhan Dedeoğlu Ayla EGE ÜNİVERSİTESİ 10 16 2023 14 2 1 24 09 17 2022 11 14 2022 Copyright © 2010, Ege Stratejik Araştırmalar Dergisi 2010 Ege Stratejik Araştırmalar Dergisi

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.

 Tüketici Kimlik Projeleri Vejetaryen Söylem İyi-Oluş Ötekileştirme Toplumsal Adalet Consumer Identity Projects Vegetarian Discourse Well-Being Alienation Social Justice Aboelenien A. ve Arsel, Z. (2022) Meat: historicizing an icon through marketplace contestations, Consumption Markets & Culture, DOI: 10.1080/10253866.2022.2037574. Adams, C. J. (2017). Etin Cinsel Politikası Feminist-Vejetaryen Eleştirel Kuram (Çev. Tezcan, G. ve Boyacıoğlu, M. E.). İstanbul: Ayrıntı Yayınları, (The Sexual Politics of Meat A Feminist-Vegetarian Critical Theory), 3. Basım. Al-Ma’aitah, A. and Tayyem, R. (2021), "Comparison of nutritional status between lacto-ovo vegetarian and non-vegetarian Jordanian adults", Nutrition & Food Science, 51 (7)., 1051-1067. Anderson, P. (2005). Postmodernitenin Kökenleri (Çev. Gen, E.). İletişim Yayınları. Ares, G., de Saldamando, L., Giménez, A., Claret, A., Cunha, L. M., Guerrero, L., ... & Deliza, R. (2015). Consumers’ associations with well-being in a food-related context: A cross-cultural study. Food Quality and Preference, 40, 304-315. Arnould, E. J. & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 868-882. Bailey, R., Froggatt, A. ve Wellesley, L. (2014). Livestock–climate change’s forgotten sector. Chatham House. Bajželj, A. ve Bothra, S. (2016). Meat and Egg Consumption and Production in Contemporary India. The Future of Meat Without Animal, B. Donaldson ve C. Carter (ed), USA: Rowman & Littlefield. Baudrillard, J. (1998). The Consumer Society: Myths and Structures, Londra: Sage. Baudrillard. J. (1994). Simulacr ve Simulation, trans. S.F. Glaser Ann Arbor: The University of Michigan Press. Bauman, Z. (2000). Postmodernlik ve Hoşnutsuzlukları (Çev. Türkmen, İ.). İstanbul: Ayrıntı Yayınları. Bennett W. (2003). Communicating Global Activism, Information, Communication & Society, 6:2, 143-168. Benton T. (1993). Natural Relations: Ecology, Animal Rights and Social Justice, NY: Verso. Berg, M. (1993). Women's Property and the Industrial Revolution. The Journal of Interdisciplinary History, 24(2), 233-250. Bocock, R. (1993). Consumption, NY: Routledge. Bourdieu, P. (2016). Akademik Aklın Eleştirisi Pascalca Düşünme Çabaları, (Çev. Yalım, P. B.). İstanbul: Metis Yayınları. 2. Basım. Buttny, R. ve Kinefuchi, E. (2020). Vegans’ problem stories: Negotiating vegan identity in dealing with omnivores. Discourse & Society, 31(6), 565–583. Canavan B. (2021). Contemporary Consumption, Consumers And Marketing: Cases from Generations Y and Z, NY: Routledge. Caviola, L., Everett, J. A. C. ve Faber, N. S. (2019). The moral standing of animals: Towards a psychology of speciesism. Journal of Personality and Social Psychology, 116(6), 1011–1029. Chen, T., Dodds, S., Finsterwalder, J., Witell, L., Cheung, L., Falter, M., Garry, T., Snyder, H. and McColl-Kennedy, J.R. (2021), "Dynamics of wellbeing co-creation: a psychological ownership perspective", Journal of Service Management, Vol. 32 No. 3, 383-406. Connolly, J. ve Shaw, D. (2006). Identifying fair trade in consumption choice, Journal of Strategic Marketing, 14:4, 353-368. Crenshaw K. (1991). Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color. Stanford Law Review, 43(6),. 1241-1299. Davidson, J. A. (2003). World Religions and the Vegetarian Diet, Journal of the Adventist Theological Society, 14/2 (Fall 2003): 114–130. Demos, V. and Segal, M. T. (2016). "Introduction to Gender and Food: From Production to Consumption and After", Gender and Food: From Production to Consumption and After (Advances in Gender Research, Vol. 22), Emerald Group Publishing. Devries, J. (2012). Making choices: ethics and vegetarianism. Dissent, 59(2), 39-41. Ellis, C. (1991), Sociological Introspection and Emotional Experience. Symbolic Interaction, 14: 23-50. Featherstone M. (2007). Consumer Culture and Postmodernism, 2. baskı, Londra: Sage. Fırat A. F. ve Dholakia, N. (2003). Consuming People From Political Economy to Theaters of Consumption, 2. baskı, NY: Routledge. Fırat, A. F. ve A. Venkatesh (1995), “Liberatory Postmodernizm and the Reenchantment of Consumption”, Journal of Consumer Research, 22, 3, 239-267. Flachowsky, G., Meyer, U. ve Südekum K. H. (2018). Invited review: Resource inputs and land, water and carbon footprints from the production of edible protein of animal origin. Archives Animal Breeding, 61, 17–36. Furedi, F. (2001). Korku Kültürü Risk Almamanın Riskleri, (Çev. Yıldırım, B.). Ayrıntı Yayınları. Galbraith, J. K. (2004). Kuşku Çağı (Çev. Aşçıoğlu, R. ve Himmetoğlu, N.). İstanbul: Altın Kitaplar Yayınevi. 3. Basım. Gans, H. J. (2007). Popüler Kültür ve Yüksek Kültür (Çev. İncirlioğlu, O.). Yapı Kredi Yayınları. 2. Baskı. Gezgin, E. (2017). Kadın ve doğa üzerindeki tahakküme alternatif bir bakış: Ekofeminizm üzerine bir değerlendirme. Border Crossing, 7(2), 395-412. Giddens, A. (1984). The Constitution of Society: Outline of the Theory of Structuration. Berkeley: University of California Press. Grappe, C.G., Lombart, C., Louis, D. and Durif, F. (2021). "“Not tested on animals”: how consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?", International Journal of Retail & Distribution Management, Vol. 49 No. 11, 1532-1553. Guba, E. G. ve Lincoln, Y.S: (1989). Fourth Generation Evaluation, London: Sage. Hahn, L. K. ve Bruner, M. S. (2012). Politics on Your Plate: Building and Burning Bridges across Organic, Vegetarian, and Vegan Discourse, The Rhetoric of Food: Discourse, Materiality, and Power, eds. Joshua J. Frye ve Michael S. Bruner, NY: Routledge, 42-57. Hansen, A. (2018). Meat consumption and capitalist development: The meatification of food provision and practice in Vietnam. Geoforum,93,57-68. Heinke, J., Lannerstad, M., Gerten, D., Havlík, P., Herrero, M., Notenbaert, A. M. O., et al. (2020). Water use in global livestock production—Opportunities and constraints for increasing water productivity. Water Resources Research, 56, e2019WR026995. Heller, A. ve Feher, F. (1993). Postmodern Politik Durum (Çev. Argın, Ş. ve Akınhay, O.). Ankara: Öteki Yayınevi. Hidâyet, S. (2020). Vejetaryenliğin Yararları, 8. Baskı. (Çev. Kanar, M.). İstanbul: Yapı Kredi Yayınları. Hogg, M. A. ve Abrams, D. (2006). Social Identifications: A Social Psychology Of Intergroup Relations And Group Processes. NY: Taylor & Francis. Jabs, J., Sobal, J. & Devine, C. M. (2000). Managing vegetarianism: Identities, norms and interactions, Ecology of Food and Nutrition, 39(5), 375-394. Jones, R. C. (2015). Animal rights is a social justice issue, Contemporary Justice Review, 18(4), 467-482. Kalantar-Zadeh, K. ve Moore, L. W. (2019). Does Kidney Longevity Mean Healthy Vegan Food and Less Meat or Is Any Low-Protein Diet Good Enough? Journal of Renal Nutrition, 29(2), 79-81. Kalof, L., Dietz, T., Stern, P. C., & Guagnano, G. A. (1999). Social psychological and structural influences on vegetarian beliefs. Rural Sociology, 64(3), 500-511. Larsen, G. ve Patterson, M. (2018). “Consumer Identity Projects”, The Sage Handbook of Consumer Culture. Kravets, Olga, Pauline Maclaran, Steven Miles, and Alladi Venkatesh,eds. 194-213.Thousand Oaks: Sage Publications. Low, W. ve Davenport, E. (2007). To boldly go…exploring ethical spaces to re-politicise ethical consumption and fair trade. Journal of Consumer Behaviour, 6: 336-348. Mann, S. ve Necula, R. (2020). "Are vegetarianism and veganism just half the story? Empirical insights from Switzerland", British Food Journal, Vol. 122 No. 4, 1056-1067. McGill, A. E. J. (2009). The potential effects of demands for natural and safe foods on global food security, Trends in Food Science & Technology, 20(9), 402-406. McMahon, A. T., Williams, P. ve Tapsell, L. (2010). Reviewing the meanings of wellness and well-being and their implications for food choice. Perspectives in Public Health, 130(6), 282-286. McMullen, S. (2016). An ethical consumer capitalism. The Future of Meat Without Animal, B. Donaldson ve C. Carter (ed), USA: Rowman & Littlefield. Meijaard, E., Brooks, T.M., Carlson, K.M. ve diğerleri (2020). The environmental impacts of palm oil in context. Nature Plants, 6, 1418–1426. Mengü, N. (2022). Bugün Ne Oldu?, Youtube haber kanalı, 11 Temmuz, https://www.youtube.com/watch?v=G3Ygd056qV0&list=PLLxcPkP3uSOZYen_E3NON-eV6qJDMMBrh&index=39 Merchant, C. (2005). Radical ecology: the search for a livable World, 2. baskı, NY: Routledge. Metcalfe, S. (2014). Capitalism and evolution. Journal of Evolutionary Economics, 24, 11–34. Napoli, J. ve Ouschan, R. (2020). "Vegan stories: revealing archetypes and their moral foundations", Qualitative Market Research, Vol. 23 No. 1, 145-169. Nezlek J. B. ve Forestell, C. A. (2020). Vegetarianism as a social identity, Current Opinion in Food Science, 33, 45-51. Phillips, F. (2005). Vegetarian nutrition. Nutrition Bulletin, 30(2), 132-167. Pierce, T. (2002). Ecofeminism. Alemán, A. M. M. & Renn, K. A. (Eds.), Women in higher education: an encyclopedia. ABC-CLIO. Regan, T. (2007). Kafesler Boşalsın Hayvan Haklarıyla Yüzleşmek (Çev. Çağlayan, S.) İstanbul: İletişim Yayınları, 1. Reid, R. L. ve Hackett, A. (2002). "A database of vegetarian foods", British Food Journal, 104(11), .873-880. Rostow, W. W. (1971). Sanayi Devrimi Nasıl Başladı. İstanbul Üniversitesi İktisat Fakültesi Mecmuası, 30(1-4). Rothgerber, H. (2013). Real men don’t eat (vegetable) quiche: Masculinity and the justification of meat consumption. Psychology of Men & Mas-culinity, 14,363–37. Rothgerber, H. (2017). Attitudes Toward Meat and Plants in Vegetarians. Vegetarian and Plant-Based Diets in Health and Disease Prevention, François Mariotti (ed.), UK: Academic Press, 11-35. Rousseau, J. J. (1994). Discourse on Political Economy and The Social Contract, çev. Christopher Bctts, NY: Oxford. Ruby, M. B. (2012). Vegetarianism. A blossoming field of study. Appetite, 58(1),141-150. Saren, M., Parsons, E. ve Goulding, C. (2019). Dimensions of marketplace exclusion: representations, resistances and responses, Consumption Markets & Culture, 22:5-6, 475-485. Schmelzer, M. (2010). Marketing morals, moralizing markets: Assessing the effectiveness of fair trade as a form of boycott, Management & Organizational History, 5(2), 221-250. Sheehan, K. B. ve Lee, J. (2014). What’s Cruel About Cruelty Free: An Exploration of Consumers, Moral Heuristics, and Public Policy. Journal of Animal Ethics, 4 (2): 1–15. Shields, S. A (2008). Gender: An Intersectionality Perspective. Sex Roles 59, 301–311. Silva, A., Fonseca, M. J., Cardoso, P. R., Fonseca, M. C., Teixeira, A. (2021). Factors Influencing the Purchase Intention of Cruelty-Free Cosmetics in Portuguese Consumers – An Exploratory Approach. In: Rocha, Á., Ferrás, C., López-López, P.C., Guarda, T. (eds) Information Technology and Systems. ICITS 2021. Advances in Intelligent Systems and Computing, vol 1331. Springer, Cham. Stoll-Kleemann, S. ve O'Riordan, T. (2015). The sustainability challenges of our meat and dairy diets. Environment: Science and Policy for Sustainable Development, 57(3), 34-48. Strähle, J. ve Gräff, C. (2017). The Role of Social Media for a Sustainable Consumption. In: Strähle, J. (eds) Green Fashion Retail. Springer Series in Fashion Business. Springer, Singapore. Tatum, B. D. (2000). The Complexity of Identity: “Who Am I?”. Adams, M., Blumenfeld, W. J., Castaneda, R., Hackman, H. W., Peters, M. L., & Zuniga, X. (Eds.), Readings for diversity and social justice. New York and London: Routledge. Teng, S., Khong, K. W. ve Ha, N. C. (2020). “Palm oil and its environmental impacts: A big data analytics study. Journal of Cleaner Production, 274, 1-13. Timur, C. (2022). Tarım ve Orman Bakanlığı’ndan vegan peynir yasağı. Medyascope, 25 Haziran. https://medyascope.tv/2022/06/25/tarim-ve-orman-bakanligindan-vegan-peynir-yasagi-yasaklama-en-kestirme-yol-duzenleme-gerekli/ Walters, K. S. ve Portmess, L. (Eds.). (1999). Ethical Vegetarianism: From Pythagoras to Peter Singer. Suny Press. Watson, D. (2019). Fordism: a review essay, Labor History, 60:2, 144-159. Wrenn, C. L. (2019). The Vegan Society and social movement professionalization, 1944–2017, Food and Foodways, 27:3, 190-210. Wright, L. T. ve Heaton, S. (2006). Fair trade marketing: An exploration through qualitative research. Journal of Strategic Marketing, 14(4), 411-426. Yıldırım, C. (2017). Ekoloji Düşüncesinde İnsan ve Toplum Anlayışı. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 6(1), 289 – 308.