Consumer Patriotism: How Russians “Vote with their Rubles” for Great Power Status
This article examines Russian consumers’ evolving attitudes toward imported goods during the post-Soviet era. It also considers the role of market and ideological factors in forming consumer preferences. Ideally, consumers should behave purely rationally, reacting only to the quality of a good, prices, and their own limited budgets. In which country a good is produced should not be important. However, in reality, rather than being guided by market signals, consumer views of goods are determined by political factors and moods, which changed considerably through the course of post-Soviet history.