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.
This is a preview of subscription content, access via your institution.
Buy single article
Instant access to the full article PDF.
Price excludes VAT (USA)
Tax calculation will be finalised during checkout.
See for example: “Innovation Jams” by IBM (2016); Dell and Nike’s use of consumers for designing computers and shoes (respectively) (June 2008); Audi’s suggestion that the “crowd” should participate in the design of its future cars (Warren 2009); and Lego’s usage of consumers in its game design (Sharp and Salomon 2008).
Abosag, I. (2010). Dancing with macro-boycotters: The case of Arla foods. Marketing Intelligence and Planning, 28, 365–373.
Amsterdamsky, S. (2015). 41%—Troubled by the cost of living. YNET, 5 March 2015.
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.
Arian, A., Atmor, N., & Hadar, Y. (2006). Democracy index 2006. Jerusalem: The Israeli Institute of Democracy.
Barnea, S., Dreishfitz, S., & Kenig, O. (2011). Regime stability—A working paper. Jerusalem: The Israeli Institute of Democracy.
Barnes, S. H., & Kaase, M. (1979). Political action: Mass participation in five western democracies. Beverly Hills: Sage.
Beck, U. (1992). Risk society: Towards a new modernity. London: Sage.
Belk, R. (2007). Why not share rather than own? The Annals of the American Academy of Political and Social Science, 611, 126–140.
Ben-Israel, A. (2011). Zehavit Cohen quits “Tnuva” and Psagot chairmanship. Globes, 2 September 2011.
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.
Burbach, R. (2001). Globalization and postmodern politics: From zapatistas to high-tech robber barons. Chicago: Chicago University Press.
Cova, B., Dalli, D., & Zwick, D. (2011). Critical perspectives on consumers’ role as ‘producers’: Broadening the debate on value co-creation in marketing processes. Marketing Theory, 11, 231–241.
Danaher, K., & Mark, J. (2003). Insurrection: Citizen challenges to corporate power. New-York: Routledge.
Doner, S. (2005). Not a knockout, but still a win. YNET, 14 January 2005.
Efrati, I. (2005). Castro gives up: Will stop marketing furs. YNET, 15 September 2005.
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.
Friedman, M. (1999). Consumer boycott: Effecting change through the marketplace and the media. New York: Routledge.
Gabizon, Y. (2011). Apax’s profit from “Tnuva”: A billion dollars in three years. The Marker, 27 April 2011.
Gabriel, Y., & Lang, T. (2006). The unmanageable consumer. London: Sage.
Glickman, L. B. (2001). The strike in the temple of consumption: Consumer activism and twentieth-century American political culture. The Journal of American History, 88, 99–128.
Haiman-Reisch, N. (2009). A decade of elections. Jerusalem: The Israeli institute of Democracy.
Hawkins, R. A. (2010). Boycotts, buycotts and consumer activism in a global context: An overview. Management and Organizational History, 5, 123–143.
Hayut, I. (2011). McKinsey to “Tnuva”: raise prices, demand is inelastic. Globes, 26 June 2011.
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.
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.
Inglehart, R. (1997). Modernization and post-modernization: cultural, economic and political change in 43 societies. Princeton: Princeton University Press.
Israeli Knesset (2006). Percentage of voters in previous elections. Accessed 3 June 2016 from: http://www.knesset.gov.il/elections17/heb/history/PercentVotes.htm.
Jubas, K. (2007). Conceptual confusion in democratic societies—Understandings and limitations of consumer-citizenship. Journal of Consumer Culture, 7, 231–254.
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/.
Kozinets, R., Hemetsberger, A., & Hope, J. (2008). The wisdom of consuming crowds: Collective innovation in the age of networked marketing. Journal of Macromarketing, 28, 339–354.
Lash, S., & Featherstone, M. (2002). Recognition and difference. London: Sage.
Mayer, R. (1976). The socially conscious consumer: Another look at the data. Journal of Consumer Research, 9, 113–115.
Micheletti, M. (2002). Consumer choice as political participation. Statsvetenskaplig tidskrift, 3, 218–234.
Micheletti, M. (2003). Political virtue and shopping: Individuals, consumerism, and collective action. New-York: Palgrave.
Nelson, M., Rademacher, M., & Paek, H. (2007). Downshifting consumer—Upshifting citizen? An examination of a local freecycle community. The Annals of the American Academy of Political and Social Science, 611, 141–156.
Nisan, Y.(2011). Economic committee: Cottage cheese prices must be regulated. Globes, 19 June 2011.
Norris, P. (1999). The growth of critical citizens. In P. Norris (Ed.), Critical citizens: Global support for democratic government (pp. 1–27). Oxford: Oxford University Press.
Pongsakornrungsilp, S., & Shroeder, J. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory, 11, 303–324.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78, 79–87.
Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School.
Ritzer, G. (1993). The McDonaldization of society. California: Pine Forge.
Reshef, M. (2012). 61% of Israelis think the social protest has failed. Walla News, 13 December 2012.
Ritzer, G., & Jurgenson, N. (2008). Producer, consumer…prosumer? Boston, USA: Paper presented at the annual meeting of the American Sociological Association.
Schmelzer, M. (2010). Marketing morals, moralizing markets: Assessing the effectiveness of fair trade as a form of boycott. Management and Organizational History, 5, 221–250.
Schudson, M. (2006). The troubling equivalence of citizen and consumer. The Annals of the American Academy of Political and Social Science, 608, 193–204.
Schudson, M. (2007). Citizens, consumers, and the good society. The Annals of the American Academy of Political and Social Science, 611, 236–249.
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.
Simon, B. (2011). Not going to Starbucks: Boycotts and the out-scouring of politics in the branded world. Journal of Consumer Culture, 11, 145–167.
Stolle, D., Hooghe, M., & Micheletti, M. (2005). Politics in the supermarket: Political consumerism as a form of political participation. International Political Science Review, 26, 245–269.
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.
Tessier, S. (2007). Rethinking the food chain: Farmworkers and the taco bell boycott. Journal of Developing Societies, 23, 89–97.
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.
Toker, N. (2012). Advertisement in crises: An 11% decline in advertisement budget. The Marker, 29 March 2012.
Tormey, S. (2007). Consumption, resistance and everyday life: Ruptures and continuities. Journal of Consumer Policy: consumer issues in law, economics and behavioural sciences, 30, 263–280.
Tzoref, A. (2011). We have already invented everything. Now it is your turn. The Marker, 19 January 2011.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17.
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.
Yasur, O. )2012b). Arik Schor: Tnuva opens a new page in its relations with consumers. Ynet, 17 June 2012.
Ynet. (2011). The miracle of summer 2011. Ynet, 4 September 2011.
About this article
Cite this article
Hershkovitz, S. “Not Buying Cottage Cheese”: Motivations for Consumer Protest-the Case of the 2011 Protest in Israel. J Consum Policy 40, 473–484 (2017). https://doi.org/10.1007/s10603-017-9340-5