Silvia Petrova
South-West University “Neofit Rilski”
https://doi.org/10.53656/for2024-03-08
Abstract. The text explores the ethical components of identity formation in the modern era through popular food practices. The focus of interest is veganism as a model of identity based on (the claim to) an ethical stance towards others and the world. The ways in which food today can act as a substitute for various causes
are examined. In the context of contemporary culture, veganism can be interpreted
between the poles of moral imperative, the concern for the health and longevity
of one’s own body, and the hedonistic promise of enjoyment of food and of life
itself. The methodological approach involves a review and critical reflection on the ethical component of identity construction through the prism of nutrition in contemporary culture, as well as an exploration of the manifestations of ethical veganism in specific contexts (e.g. in the debates surrounding the production and consumption of in vitro meat).
Keywords: ethical consumption; lifestyle; veganism; cultural studies; social media
