Ethical consumerism and boycott movements in Morocco : Analyzing the Starbucks case[Le consumérisme éthique et les mouvements de boycott au Maroc : Analyse du cas Starbucks]

The boycott of Starbucks, in the current context of the Israeli-Palestinian conflict, highlights the intersection of geopolitical issues, consumer responsibility, and corporate accountability. This boycott, which falls within the broader framework of the Boycott, Divestment, and Sanctions (BDS) movement, targets Starbucks due to allegations of associations with Israeli policies. Despite the company's denials of any involvement, this movement symbolizes international solidarity with the Palestinian cause. The analysis explores the economic, social, and political dimensions of this boycott, with a focus on its impact in Morocco. The Moroccan context reflects increased consumer awareness changes in purchasing habits, and a strengthened collective identity around ethical consumerism. Additionally, this mobilization has led Starbucks to reassess its business strategies and respond to consumer concerns. Key consequences include reputational risks for Starbucks, economic effects on franchisees, and a broader debate on corporate responsibility in conflict zones. By analyzing the motivations, amplification through social media, and the symbolic significance of consumer activism, this study highlights the power of collective action to influence multinational corporations and promote social justice agendas on a global scale. This article aims to illustrate the evolving role of consumers in geopolitical conflicts and how their choices influence corporate strategies. It sheds light on the growing impact of boycott movements as tools of economic and political pressure, as well as their effect on consumers' emotional intelligence. Finally, it raises questions about the sustainability of such social actions (CSR) and their long-term effects.