Nationalism and ideology in an anticonsumption movement

Research output: Contribution to journalArticlepeer-review


External organisations

  • York University


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