“Not Buying Cottage Cheese”: Motivations for Consumer Protest-the Case of the 2011 Protest in Israel

The 2011 Israeli consumer protest was groundbreaking: It enjoyed mass public support and had dramatic influence on the behaviour of Israeli companies and consumers alike. Most observers view this protest as a reaction to economic inequality in Israeli society, the increased cost of living, and publi...

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Bibliographic Details
Published in:Journal of consumer policy 2017-12, Vol.40 (4), p.473-484
Main Author: Hershkovitz, Shay
Format: Article
Language:English
Subjects:
Boycotts
Brands
Cheese
Commercial Law
Companies
Consumer behavior
Consumers
Cost of living
Economic inequality
Economic Policy
General public
Marketing
Openness
Original Paper
Political participation
Public opinion
Social Sciences
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Summary:The 2011 Israeli consumer protest was groundbreaking: It enjoyed mass public support and had dramatic influence on the behaviour of Israeli companies and consumers alike. Most observers view this protest as a reaction to economic inequality in Israeli society, the increased cost of living, and public antipathy towards large businesses and the wealthy elite controlling them. However, this overlooks the wider political and cultural context: the decline in traditional political participation and the growing “openness” of brands to consumers, which can be referred to as the “prosumption turn.” By specifically analyzing the 2011 consumer protest against Israeli dairy companies, this article demonstrates how motivations for a consumerist act (boycott or buycott) can be linked to a broader, indirect context.
ISSN:0168-7034
1573-0700
DOI:10.1007/s10603-017-9340-5