Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila

Abstract: Title: Constructing Vegan and Sustainable Consumption Date of the Seminar: 2021-06-04 Course: BUSN39 Degree Project in Global Marketing Authors: Ninette Hansson and Vanille Cousyn Johansson Supervisor: Sofia Ulver and Hossain Shahriar Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption. Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding. Methodology: A qualitative case study with an abductive approach. Empirical Data: The empirical data consists of in-depth interviews with a Marketing Director and consumers, supported by ‘context of context’ – a historical and cultural understanding of veganism and sustainability. Findings and Conclusion: The findings showed that the Swedish environmentalist ideology shapes sustainable and ethical consumption, and the myth of the ethical, caring consumer, primarily through consumer responsibilization. Consumers take responsibility for environmental issues through consumption practises, where brands function as a vessel for ideological meanings and beliefs. Practical Implication: The findings from our research demonstrate how ideologies and myths shape vegan and sustainable consumption and how a brand may authorize these values to be successful and stay relevant on the cultural marketplace.