Privileging Localism and Visualizing Nationhood in Anti-Consumption

The main aim of this research is to understand the genesis and nature an anti-consumption movement in India its emphasis on nationalism through localism. This adopted a case study design, including in-depth interviews discursive analysis. Through historical analysis shows influence anarchist political philosophy contemporary movement. It demonstrates that inflected with discourses freedom, anti-authoritarianism, anti-statism, which are central conception movements use consumption objects privilege local over both national international. helps expand framework product-place-images country-of-origin effects by showing how can become anti-nationalist discourse. further differentiate from consumer resistance as deeper systemic challenge consumerist lifestyle culture.