Consuming After Ideology: How Advertising Constructed the Flexitarian Consumer

Jonatan Sodergren; Ileyha Dagalp; Jack Waverley; Avi Shankar

Consuming After Ideology: How Advertising Constructed the Flexitarian Consumer

Jonatan Sodergren, Ileyha Dagalp, Jack Waverley, Avi Shankar

University of Bristol Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference Contribution (Conference Proceeding)

Abstract

This study examines how advertising has shaped the emergence of the flexitarian as a consumer category, showing how aesthetic strategies, rather than moral appeals, legitimize hybrid consumption practices within the expanding plant-based marketplace.

Original language	English
Title of host publication	ACADEMIC CONFERENCE. AMA WINTER. 2025.
Publisher	American Marketing Association
Publication status	Accepted/In press - 4 Nov 2025
Event	2026 AMA Winter Academic Conference - Madrid, Spain Duration: 13 Feb 2026 → 15 Feb 2026 https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

Conference

Conference	2026 AMA Winter Academic Conference
Country/Territory	Spain
City	Madrid
Period	13/02/26 → 15/02/26
Internet address	https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

Handle.net

Persistent link

Embargoed Document

Full-text PDF (accepted manuscript)
Accepted author manuscript, 167 KB
Licence: CC BY
Embargo ends: 1/01/99

Cite this

@inproceedings{91673a3a91be4ef093c6e040ac855d85,

title = "Consuming After Ideology: How Advertising Constructed the Flexitarian Consumer",

abstract = "This study examines how advertising has shaped the emergence of the flexitarian as a consumer category, showing how aesthetic strategies, rather than moral appeals, legitimize hybrid consumption practices within the expanding plant-based marketplace.",

author = "Jonatan Sodergren and Ileyha Dagalp and Jack Waverley and Avi Shankar",

year = "2025",

month = nov,

day = "4",

language = "English",

booktitle = "ACADEMIC CONFERENCE. AMA WINTER. 2025.",

publisher = "American Marketing Association",

address = "United States",

note = "2026 AMA Winter Academic Conference<br/> ; Conference date: 13-02-2026 Through 15-02-2026",

url = "https://www.ama.org/events/academic/2026-ama-winter-academic-conference/",

}

TY - GEN

T1 - Consuming After Ideology

T2 - 2026 AMA Winter Academic Conference<br/>

AU - Sodergren, Jonatan

AU - Dagalp, Ileyha

AU - Waverley, Jack

AU - Shankar, Avi

PY - 2025/11/4

Y1 - 2025/11/4

N2 - This study examines how advertising has shaped the emergence of the flexitarian as a consumer category, showing how aesthetic strategies, rather than moral appeals, legitimize hybrid consumption practices within the expanding plant-based marketplace.

AB - This study examines how advertising has shaped the emergence of the flexitarian as a consumer category, showing how aesthetic strategies, rather than moral appeals, legitimize hybrid consumption practices within the expanding plant-based marketplace.

M3 - Conference Contribution (Conference Proceeding)

BT - ACADEMIC CONFERENCE. AMA WINTER. 2025.

PB - American Marketing Association

Y2 - 13 February 2026 through 15 February 2026

ER -

Consuming After Ideology: How Advertising Constructed the Flexitarian Consumer

Abstract

Conference

Handle.net

Embargoed Document

Fingerprint

Cite this