“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 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.
KeywordsBoycott Buycott Prosumption Israel Protest Consumption Co-creation
- Amsterdamsky, S. (2015). 41%—Troubled by the cost of living. YNET, 5 March 2015.Google Scholar
- Arian, A., & Shamir, M. (2007). Introduction. In A. Arian & M. Shamir (Eds.), The Israeli elections 2006 (pp. 1–27). Jerusalem: The Israeli Institute of Democracy.Google Scholar
- Arian, A., Atmor, N., & Hadar, Y. (2006). Democracy index 2006. Jerusalem: The Israeli Institute of Democracy.Google Scholar
- Barnea, S., Dreishfitz, S., & Kenig, O. (2011). Regime stability—A working paper. Jerusalem: The Israeli Institute of Democracy.Google Scholar
- Barnes, S. H., & Kaase, M. (1979). Political action: Mass participation in five western democracies. Beverly Hills: Sage.Google Scholar
- Beck, U. (1992). Risk society: Towards a new modernity. London: Sage.Google Scholar
- Ben-Israel, A. (2011). Zehavit Cohen quits “Tnuva” and Psagot chairmanship. Globes, 2 September 2011.Google Scholar
- Braunsberger, K., & Buckler, B. (2011). What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott. Journal of Business Research, 64, 96--102.Google Scholar
- Burbach, R. (2001). Globalization and postmodern politics: From zapatistas to high-tech robber barons. Chicago: Chicago University Press.Google Scholar
- Doner, S. (2005). Not a knockout, but still a win. YNET, 14 January 2005.Google Scholar
- Efrati, I. (2005). Castro gives up: Will stop marketing furs. YNET, 15 September 2005.Google Scholar
- Filc, D., & Ram, U. (2012). The rise and fall of the social protest (so far): A socio-political analysis. Theory and Critique, 41, 1–10.Google Scholar
- Friedman, M. (1999). Consumer boycott: Effecting change through the marketplace and the media. New York: Routledge.Google Scholar
- Gabizon, Y. (2011). Apax’s profit from “Tnuva”: A billion dollars in three years. The Marker, 27 April 2011.Google Scholar
- Gabriel, Y., & Lang, T. (2006). The unmanageable consumer. London: Sage.Google Scholar
- Haiman-Reisch, N. (2009). A decade of elections. Jerusalem: The Israeli institute of Democracy.Google Scholar
- Hayut, I. (2011). McKinsey to “Tnuva”: raise prices, demand is inelastic. Globes, 26 June 2011.Google Scholar
- Hendel, I., Lach, S., & Spiegel, Y. (2016). Consumers activism: the cottage cheese boycott. Accessed 8 January 2017 from: https://www.tau.ac.il/~spiegel/papers/HLS.pdf.
- Holland, J. (2015). Social impact “buycotts”: a tool for innovation, impact, and engagement to teach integrated marketing communications. Marketing Education Review, 26, 33–38.Google Scholar
- Huston, L. & Sakkab, N. (2006). Connect and develop: Inside Procter and Gamble’s new model for innovation. Harvard Business Review, 84. Accessed 10 November 2016 from: https://hbr.org/2006/03/connect-and-develop-inside-procter-gambles-new-model-for-innovation.
- IBM (2016). Innovation jam. Accessed 10 November 2016 from: https://www.collaborationjam.com.
- Inglehart, R. (1990). Culture shift in advanced industrial society. Princeton: Princeton University Press.Google Scholar
- Inglehart, R. (1997). Modernization and post-modernization: cultural, economic and political change in 43 societies. Princeton: Princeton University Press.Google Scholar
- Israeli Knesset (2006). Percentage of voters in previous elections. Accessed 3 June 2016 from: http://www.knesset.gov.il/elections17/heb/history/PercentVotes.htm.
- June, L. (2008). Dell's Inspiron Mini 9 and 12 get Artist Makeovers. Engadget. Accessed 10 November 2016 from: http://www.engadget.com/2008/11/20/dells-inspiron-mini-9-and-12-get-artist-makeovers/.
- Lash, S., & Featherstone, M. (2002). Recognition and difference. London: Sage.Google Scholar
- Micheletti, M. (2002). Consumer choice as political participation. Statsvetenskaplig tidskrift, 3, 218–234.Google Scholar
- Nisan, Y.(2011). Economic committee: Cottage cheese prices must be regulated. Globes, 19 June 2011.Google Scholar
- Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78, 79–87.Google Scholar
- Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School.Google Scholar
- Ritzer, G. (1993). The McDonaldization of society. California: Pine Forge.Google Scholar
- Reshef, M. (2012). 61% of Israelis think the social protest has failed. Walla News, 13 December 2012.Google Scholar
- Ritzer, G., & Jurgenson, N. (2008). Producer, consumer…prosumer? Boston, USA: Paper presented at the annual meeting of the American Sociological Association.Google Scholar
- Sharp, D., & Salomon, M. (2008). User-led innovation: A new framework for co-creating business and social value. Smart Internet Technology CRC. Accessed 10 November 2016 from http://www.swinburne.edu.au/chance/mediarelease230108.pdf.
- Strauss Corporation. (2011). Strauss Website Media Section. Accessed 10 November 2016 from: http://www.strauss-group.co.il/newsmention/my-strauss/.
- Strauss Corporation. (2016). Strauss + website. Accessed 10 November 2016 from: https://plus.strauss-group.co.il/Ideas.
- The Taub center for social policy studies in Israel. (2015). State of the Nation Report 2015. Accessed 10 November 2016 from: http://taubcenter.org.il/singer-series-state-nation-report-2015.
- Toffler, A. (1980). Future shock. New-York: William Morrow.Google Scholar
- Toker, N. (2012). Advertisement in crises: An 11% decline in advertisement budget. The Marker, 29 March 2012.Google Scholar
- Tzoref, A. (2011). We have already invented everything. Now it is your turn. The Marker, 19 January 2011.Google Scholar
- Warren, C. (2009). Audi taps its Facebook fans to help design car of the future. Mashable. Accessed 16 November 2016 from: http://mashable.com/2009/08/27/audi-facebook/.
- Yasur, E. (2012a). Brands are taking fire. Ynet, 24 February 2012.Google Scholar
- Yasur, O. )2012b). Arik Schor: Tnuva opens a new page in its relations with consumers. Ynet, 17 June 2012.Google Scholar
- Ynet. (2011). The miracle of summer 2011. Ynet, 4 September 2011.Google Scholar