To Drink or to Boycott? Israel`s Borders, the BDS Movement, and the Case of SodaStream

Since the establishment of Israel in 1948 the issue the settlements in Judea and Samaria have polarized Israeli society. This research illustrates how politics and economics combine to impact this controversial issue. We analyze the BDS (Boycott, Divestment, 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 article describes the BDS movements’ 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 co-existence but in fact increases the Israeli-Palestinian polarization.