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Adrift in the mainstream: Challenges facing the UK vegetarian movement

Adrift in the mainstream: Challenges facing the UK vegetarian movement Assesses how the mainstream availability and acceptability of vegetarian food has impacted on the organised vegetarian movement in the UK. Presents data collected during an ethnographic case study to show the dilemmas facing the leading UK vegetarian organisation during the mid‐1990s. In order to understand these dilemmas distinguishes between vegetarian food and the ideology of vegetarianism, using existing evidence about variability in diets, motives and organisational politics. When reflecting on the implications of the case study suggests that mainstream acceptance is a double‐edged sword that facilitates the adoption of the diet but threatens the moral foundations of the ideology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Adrift in the mainstream: Challenges facing the UK vegetarian movement

Andrew Smart
British Food Journal , Volume 106 (2): 14 – Feb 1, 2004
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References (32)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700410516775
Publisher site
See Article on Publisher Site

Abstract

Assesses how the mainstream availability and acceptability of vegetarian food has impacted on the organised vegetarian movement in the UK. Presents data collected during an ethnographic case study to show the dilemmas facing the leading UK vegetarian organisation during the mid‐1990s. In order to understand these dilemmas distinguishes between vegetarian food and the ideology of vegetarianism, using existing evidence about variability in diets, motives and organisational politics. When reflecting on the implications of the case study suggests that mainstream acceptance is a double‐edged sword that facilitates the adoption of the diet but threatens the moral foundations of the ideology.

Journal

British Food Journal – Emerald Publishing

Published: Feb 1, 2004

Keywords: Food products; Diet; Ethics; Food controls; Niche marketing; United Kingdom

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