A formação da identidade e as ações de consumo político dos consumidores na visão de profissionais do mercado vegetariano/vegano

Abstract

Objective: To understand how vegetarian/vegan business managers perceive the influence of multiple identities, associated with political consumption, in consumption and in the strategies of their companies. Method: The research has a qualitative and descriptive approach, in which 15 entrepreneurs/managers/administrators of vegetarian and/or vegan food establishments were interviewed. Data analysis was done through content analysis, using the Nvivo software. Originality: this work proposes the intersection between vegetarian identities and political actions and how they influence the marketing strategies of companies operating in the field. Results: Regarding the identity of consumers, the interviewees stated that semi-vegetarian people are attentive to their health, are sympathetic to the vegetarian movement and are aware; vegetarians are vegan sympathizers, healthy, calm and empathetic; Vegans are conscientious, they are against animal cruelty, they are militant, healthy and fearful. The political actions mentioned were charges, boycotts, buycotts and people's awareness. Theoretical contributions: the article presents the perception of managers in the vegetarian sector about the identities and political actions of their consumers, contributing to the literature on identity by showing the real influences of identity aspects, linked to political consumption, in business performance.