Work

Nationalism and Ideology in an Anticonsumption Movement

Year: 2009

Type: article

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.

Source: Journal of Consumer Research

DOI: 10.1086/600486

Authors: Rohit Varman, Russell W. Belk

Institution: Indian Institute of Management Calcutta

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2018095858

FWCI: 28.34

Cites: 113

Cited by: 271

Related to: 10