Nineteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

“Sustainability” has become a hugely significant buzzword in the contemporary situation. At the same time, it has lost much of its significance. Greenwashing has drenched nearly all aspects of everyday life, particularly for the new middle class. Based on the thesis that critiquing (mis)uses of “sustainability” simultaneously de- and re-centers it, the paper discusses the issues of the increasing meaninglessness of “sustainability” as it pertains to food. In particular, it will discuss perceptions of the food of the Other, once it is transformed into a sign - a postmodern totem - of social distinction, position, and prestige.