Neo-Tribes pp 33-49 | Cite as

Vegetarian for a Day or Two

  • Giovanna Bertella


This chapter applies the concept of neo-tribalism to investigate vegetarian festival organisers' perspectives on the role of inconsistent vegetarians.

The findings from an investigation of fourteen Italian festivals suggest that inconsistent vegetarians are considered to play an important role as attendees and communication facilitators, while their contribution as close collaborators is considered to be limited.

The neo-tribe concept was useful in exploring the perspective of festival organisers. In their view, two vegetarian subtribes could be identified: one related to the process of becoming vegetarian and the other related to consumerism. This suggests that the use of the neo-tribe concept, the identification of subtribes and the adoption of the perspective of non-members, can be useful to uncover the complex dynamics of belonging and exclusion.


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© The Author(s) 2018

Authors and Affiliations

  • Giovanna Bertella
    • 1
  1. 1.School of Business and EconomicsUiT The Arctic University of NorwayTromsøNorway

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