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Nationalism and Ideology in an Anticonsumption Movement

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  • Rohit Varman
  • Russell W. Belk

Abstract

In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving spatial politics, temporal heterogeneity, appropriation of existing ideology, the use of consumption in ideology, and attempts to bring together a disparate set of actors in the movement. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Rohit Varman & Russell W. Belk, 2009. "Nationalism and Ideology in an Anticonsumption Movement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 686-700, December.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:4:p:686-700
    DOI: 10.1086/600486
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    Cited by:

    1. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2012. "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 43-54.
    2. Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
    3. N. Craig Smith & Guido Palazzo & C.B. Bhattacharya, 2015. "Upstream, downstream: toward a new morality of marketing in global supply chains," Chapters, in: Handbook on Ethics and Marketing, chapter 11, pages 220-237, Edward Elgar Publishing.
    4. Michal Carrington & Andreas Chatzidakis & Helen Goworek & Deirdre Shaw, 2021. "Consumption Ethics: A Review and Analysis of Future Directions for Interdisciplinary Research," Journal of Business Ethics, Springer, vol. 168(2), pages 215-238, January.
    5. Trine Kvidal-Røvik, 2018. "The Meaning of the Feminist T-Shirt: Social Media, Postmodern Aesthetics, and the Potential for Sociopolitical Change," Media and Communication, Cogitatio Press, vol. 6(2), pages 210-219.
    6. Marie-Laure Baron & Claire Capo, 2017. "The Impact of Proximity on Resistance to Foreign Ventures: The Cases of India and Japan," Post-Print hal-01597629, HAL.
    7. Jenni Sipilä & Anssi Tarkiainen & Sanna Sundqvist, 2018. "Toward an improved conceptual understanding of consumer ambivalence," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 147-162, December.
    8. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.
    9. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    10. Bryce, Derek & Murdy, Samantha & Alexander, Matthew, 2017. "Diaspora, authenticity and the imagined past," Annals of Tourism Research, Elsevier, vol. 66(C), pages 49-60.
    11. Atul Parvatiyar & Jagdish N. Sheth, 2023. "Confronting the deep problem of consumption: Why individual responsibility for mindful consumption matters," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 785-820, April.
    12. Omar Al Serhan & Elias Boukrami, 2015. "Mapping studies on consumer boycotting in international marketing," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 130-151, October.
    13. Ronnie Das & Wasim Ahmed, 2022. "Rethinking Fake News: Disinformation and Ideology during the time of COVID-19 Global Pandemic," IIM Kozhikode Society & Management Review, , vol. 11(1), pages 146-159, January.
    14. Sandikci, Ozlem & Jafari, Aliakbar & Fischer, Eileen, 2024. "Claiming market ownership: Territorial activism in stigmatized markets," Journal of Business Research, Elsevier, vol. 175(C).
    15. Zanette, Maria Carolina & Brito, Eliane Pereira Zamith & Fontenelle, Isleide Arruda & de Camargo Heck, Marina, 2021. "Eating one’s own otherness: When producers commercialize their ethnicities," Journal of Business Research, Elsevier, vol. 129(C), pages 134-144.
    16. Arindam Das & Pia A. Albinsson, 2023. "Consumption Culture and Critical Sustainability Discourses: Voices from the Global South," Sustainability, MDPI, vol. 15(9), pages 1-19, May.
    17. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    18. Spielmann, Nathalie & Maguire, Jennifer Smith & Charters, Steve, 2020. "Product patriotism: How consumption practices make and maintain national identity," Journal of Business Research, Elsevier, vol. 121(C), pages 389-399.

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