Keep calm and carry on buying: how Ukrainian consumers are hitting back at Russia

By Cristina Galalae, Senior Lecturer in Marketing, The Open University
Eva Kipnis, Professor of Marketing, University of Bradford
Nataliia Pysarenko, Senior Lecturer in Marketing, University of Exeter

Political conflicts and global tensions always affect people on the ground and across borders. Unable to influence events such as the ongoing war against Ukraine or proposed sweeping US tariffs, people turn to whatever resources are available for defending their livelihoods, institutions and communities.

This explains the recent surge of boycotts and “buycotts” where…

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