Podrobný výpis o publikaci

The paradox of increasing connectivity and diversification of local and global markets enable us to monitor the impact of socio-demographic identities and their associated value models not only on new forms of lifestyles but also on consumer behaviour and consumer culture in general. Products whose final form and composition are influenced by specifically stringent value and religious priorities have been designed for a narrow group of confessional consumers since the beginning of the production process. In this paper we would like to point out to an emerging practice where the religious values reflected in products are targeted by a broad group of consumers who use it as a tool to facilitate their decision-making and to ease their orientation in the reality of overwhelming offer of the contemporary market. We also would like to outline some mechanism functioning for the producers outside of the religious strata who nevertheless fulfil the requirements of religious dietary laws in order to create relationship with heterogeneous communities of customers in dissimilar social settings. The text presented here is shedding some light on the contemporary forms of interaction between the system of the dietary rules of the Jewish Orthodox community based on the biblical traditions and the trends of recent consumer culture who is reinterpreting the biblical heritage in the frame of daily consumption.