Vegetarianismo, identidade e consumo: um estudo etnográfico do grupo VEGetariANOS Iniciantes Brasil no Facebook

Abstract

The present research has as objective to investigate what are the main factors of identity and consumption that lead an individual to join a vegetarian diet. The study came from the theoretical-practical methodology known as Ethnography for the internet, with the tools of participant observation and in-depth interview. The object of study were the responses obtained with three members and a manager of group VEGetariANOS Iniciantes Brasil on Facebook social network, in addition to the posts that relate to the themes of the categories of analysis. The theoretical review discusses the context in which the vegetarian diet is inserted. Starting from the idea that the habits of consumption directly influence in the formation of the identity of the individual contemporary, authors such as Bauman (2008), Barbosa (2004) and Hall (2006) are listed with its research seeking to draw a theoretical path of nourishment in life and society. The feeding is approached in the work with the authors DaMatta (1986), Sahlins (2004) and Joy (2014) as a primary factor for the construction of identities, because it is from this act that builds the collective idea of what is "edible" or not. From the analysis performed in this study it is possible to say that vegetarianism can go beyond the diet for many who adhere to it. The activism and conscious consumption passes to be topics of interest to those who adhere to diet. It is also concluded that there is a plurality of motivations to be vegetarian, but that the animal liberation and environmental concerns were the most mentioned. Finally, the group VEGetariANOS Iniciantes Brasil is seen as a support network for its members, both for the clarification of doubts as to the establishment of social relations.