Konsumowanie weganizmu
Consuming Veganism

Summary/Abstract: When observing the development of the veganmarket, one can start to wonder to what extentthis constitutes the consumption of an idea andto what extent the idea itself has become a commodity.Bearing in mind the market importanceof veganism, the article refers to such conceptsas commodity (as defined by Karl Marx) andsymbolic consumption, and draws attention tothe marketization of rebellion (understood hereas opposing the dominant culture of carnivores).The characteristics of the consumer society(defined by Zygmunt Bauman) are also presented.Kat Von D, who is an American celebrityand vegan, serves as an example of combiningveganism and commercialism. The article alsorefers to the issue of acceptance of commercialenterprises that can contribute to the creation ofa vegan world, as well as the market significanceof veganism itself in the 21st century.

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