ABSTRACT
Since the establishment of Israel in 1948 the issue of the settlements in Judea and Samaria has polarized Israeli society. This chapter illustrates how politics and economics combine to impact this controversial issue. We analyze the BDS (Boycott, Divestment, and Sanctions) campaign with respect to the leading global manufacturer of domestic soda machines, SodaStream, which established a factory beyond the “green line” (pre-1967 border). Using political consumerism literature, this chapter describes the BDS movement’s tactics with respect to SodaStream, while also describing the company’s inconsistent reaction to this campaign. Our findings illustrate how SodaStream’s response strategy has changed over more than a decade of an aggressive campaign. We will also demonstrate how SodaStream became a model of Israeli-Palestinian cooperation and social interaction that benefits both the Israeli and Palestinian economies. Furthermore, our research also shows that the BDS neither helps Palestinians nor advances peaceful coexistence but, in fact, increases the Israeli-Palestinian polarization.
