Nationalism and Ideology in an Anticonsumption Movement
Open accessAbstract
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.
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After a trial period of hyperconsumption, many East Germans eventually rejected it, after finding it in opposition to the deeply ingrained value of frugality.
“After a trial period of hyperconsumption, many East Germans eventually rejected it, after finding it in opposition to the deeply ingrained value of frugality (Varman and Belk, 2009).”
From Anti-consumption in East Germany: consumer resistance to hyperconsumption (2010) · cites this paper as Varman and Belk, 2009
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Arsel, Z., Crockett, D., & Scott, M. L. (2022) · Journal of Consumer Research · doi:10.1093/jcr/ucab057 · Cited by 254 · see citing works
Glocal Yoga: Re-Appropriation in the Indian Consumptionscape
Askegaard, S., & Eckhardt, G. M. (2012) · Marketing Theory · doi:10.1177/1470593111424180 · Cited by 111 · see citing works
Anti-consumption in East Germany: consumer resistance to hyperconsumption
Albinsson, P. A., Wolf, M., & Kopf, D. A. (2010) · Journal of Consumer Behaviour · doi:10.1002/cb.333 · Cited by 102 · see citing works
Cruz, A. G. B., Seo, Y., & Scaraboto, D. (2024) · Journal of Consumer Research · doi:10.1093/jcr/ucad022 · Cited by 77 · see citing works
“…moral interpretation about consuming cultural difference as a harmful act of distortion, decontextualization, and domination (Pe ~ naloza 2001; Varman and Belk 2009) Ideal consumer subject Individual shaped as ethnic consumer subject, hailed to embrace diversity by consuming cultural…”
BackgroundAn ethnocentric perspective of foreign multi-brand retail in India
Banerji, D., & Mishra, P. (2018) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-11-2016-0204 · Cited by 7 · see citing works
- Authors
- Varman, R., & Belk, R. W.
- Affiliations
- Indian Institute of Management Calcutta (IN)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2009-06-02
- Volume
- 36
- Issue
- 4
- Pages
- 686-700
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2018095858
- Cited by
- 258
- References
- 0
- Citations by year
- 2026: 10 · 2025: 14 · 2024: 15 · 2023: 12 · 2022: 17 · 2021: 17 · 2020: 21 · 2019: 22 · 2018: 23 · 2017: 18 · 2016: 10 · 2015: 19 · 2014: 10 · 2013: 12 · 2012: 20
- FWCI
- 39.40
- Type
- journal article
- Language
- en
- Open access
- green
- figshare.com
- Licence
- cc-by
- Locations
- Journal of Consumer Research (publishedVersion)
- CentAUR (University of Reading) (acceptedVersion)
- Figshare (submittedVersion, cc-by)
- University of Birmingham Research Portal (University of Birmingham) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Social Sciences › Sociology and Political Science › Colonial History and Postcolonial Studies
- Keywords
- swadeshi, nationalism, Coca-Cola, consumer protest, colonialism, globalization, modernity, ideology, spatial politics, temporal heterogeneity, India
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