Nationalism and ideology in an anticonsumption movement

Rohit Varman, Russell W. Belk

    Research output: Contribution to journalArticlepeer-review

    123 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)686-700
    Number of pages15
    JournalJournal of Consumer Research
    Issue number4
    Publication statusPublished - 1 Dec 2009

    ASJC Scopus subject areas

    • Business and International Management
    • Anthropology
    • Arts and Humanities (miscellaneous)
    • Economics and Econometrics
    • Marketing


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