Nationalism in the produce aisle: Using country of origin labels to stir patriotism and animosity

Abstract

This study aims to determine how feelings of nationalism or patriotism for one's own country and feelings of animosity for countries that are in political conflict affect consumers' willingness to refrain from buying products from various origins. Four hundred forty-two shoppers participated in a survey that included questions about ethnocentric and patriotic feelings and a choice task between local and foreign produce. We find that a significant proportion of Israeli consumers are not willing to buy imported produce from countries that are in conflict with Israel. The proportion of consumers who would not purchase imported produce increases substantially with the intensity of the conflict. Consumers who avoid buying produce from friendly countries are those whose ethnocentric and economic-centric relationship are strong.