Brand Iconicity vs. Anti‐Consumption Well‐Being Concerns: The Nutella Palm Oil Conflict

This article analyzes how an iconic brand is threatened by the societal trend of anti‐consumption motivated by well‐being. Under scrutiny is the iconic brand Nutella that is recognized worldwide. In France, it has been linked to public debates on well‐being concerns about palm oil. Approaching the phenomenon from a consumer perspective and through observational netnography, we investigate the accommodation work undertaken by Nutella lovers in reaction to anti‐palm oil attacks. We identify three major accommodation processes: neutralization, interiorization, and adhesion. Each of these processes is constituted of three different practices. Our study shows that while an iconic brand can resist anti‐consumption claims thanks to its brand community, such disputes can cause the brand to lose part of its strength. We suggest that anti‐consumption for an iconic brand such as Nutella may thus be ambivalent.