A cracked Starbucks cup symbolizes brand hate and consumer activism.

Brewing Discontent: Why Some Coffee Lovers are Boycotting Starbucks

Theo Raines in Culture & Society June 2025 • 4 min read.

"Uncover the intriguing phenomenon of 'brand hate' and why certain consumers are turning away from the siren's call."

In the bustling landscape of coffee culture, Starbucks stands as a global icon, recognizable in nearly every corner of the world. Yet, beneath the veneer of ubiquity lies a growing undercurrent of discontent. While the brand enjoys widespread adoration, a segment of consumers actively harbor what researchers term 'brand hate.' This isn't mere dislike; it's a deep-seated aversion fueled by a complex interplay of factors.

Anti-consumption, defined as the intentional avoidance or rejection of a brand, is becoming increasingly prominent, especially within the food and beverage sector. Boycotts targeting major players like Nestlé and PepsiCo demonstrate the power of consumer activism. However, existing research often focuses on specific campaigns, leaving a gap in understanding the broader phenomenon of brand hate and its drivers.

This article delves into the concept of brand hate, exploring its antecedents and consequences within the context of Starbucks in France. By examining the reasons behind consumer aversion, we aim to shed light on the challenges and opportunities facing global brands in an era of heightened consumer awareness and activism.

The Anatomy of Brand Hate: More Than Just a Bad Brew

Brand hate, as defined in anti-consumption literature, is 'the extreme negative affective component of attitude towards a brand.' It's more than a fleeting emotion; it's a durable sentiment that can significantly impact a company's reputation and bottom line. A recent study explored this phenomenon by surveying 324 French business school students, identifying Starbucks as the most hated food brand.

Interestingly, the study revealed varying degrees of brand hate, categorized into 'cold,' 'warm,' and 'hot' levels. These levels reflect the intensity of negative feelings, ranging from mild aversion to outright hostility. The antecedents of brand hate are diverse, influenced by factors such as:

Market Stature: Perceived corporate dominance and its impact on local economies.
Negative Stereotypes: Associations with specific consumer groups deemed undesirable.
Cultural Dominance: Threat to local traditions and values.
Irresponsible Behavior: Perceived ethical shortcomings, such as tax avoidance.

These factors intertwine to create a potent cocktail of negative sentiment. For instance, some participants expressed concern over Starbucks' global prominence, viewing it as a threat to independent cafes and French culinary heritage. Others rejected the brand due to negative stereotypes associated with its customers, while ethical concerns surrounding tax compliance further fueled their aversion.

Navigating the Storm: Lessons for Global Brands

The findings underscore the importance of brand managers recognizing the risk of brand hate. It can not only alienate existing customers but also spread to new ones. In an era of social media-driven activism, consumers are increasingly likely to voice their concerns and hold corporations accountable. Brands need to adopt proactive strategies to address potential ethical shortcomings and engage in open dialogue with their stakeholders. By understanding the drivers of brand hate and taking concrete steps to mitigate its impact, global brands can navigate the storm and build stronger, more resilient relationships with their consumers.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1108/bfj-03-2018-0194, Alternate LINK

Title: Brand Hate: The Case Of Starbucks In France

Subject: Food Science

Journal: British Food Journal

Publisher: Emerald

Authors: Douglas Bryson, Glyn Atwal

Published: 2018-10-31

Everything You Need To Know

What exactly is 'brand hate' in the context of consumer behavior, and how does it differ from simply disliking a brand like Starbucks?

Brand hate, as studied in the context of Starbucks, isn't simply disliking a brand; it's a deep-seated, negative attitude. It differs in intensity, ranging from 'cold' aversion to 'hot' hostility, and is influenced by factors like perceived corporate dominance, negative stereotypes, cultural dominance, and perceived irresponsible behavior. Understanding these nuances is crucial for brands to effectively address and mitigate negative sentiments.

What is 'anti-consumption,' and how does it relate to the specific case of consumer aversion towards a global brand such as Starbucks?

Anti-consumption is the intentional avoidance of a brand, driven by factors like ethical concerns or cultural clashes. Boycotts against companies like Nestlé and PepsiCo highlight this phenomenon. In the context of Starbucks, anti-consumption may arise from concerns about its impact on local economies or perceived threats to cultural heritage. Addressing these concerns is vital for brands to regain consumer trust.

According to the study, what are the primary factors that contribute to 'brand hate' towards a company like Starbucks?

The study identified market stature (perceived corporate dominance), negative stereotypes associated with consumer groups, cultural dominance (threat to local traditions), and perceived irresponsible behavior (e.g., tax avoidance) as key drivers of brand hate toward Starbucks. These factors create a negative sentiment cocktail, impacting the brand's reputation and consumer loyalty.

How does the research differentiate the varying degrees of 'brand hate,' such as the 'cold,' 'warm,' and 'hot' levels, and what do these distinctions signify?

The varying degrees of brand hate are categorized as 'cold,' 'warm,' and 'hot,' reflecting the intensity of negative feelings. 'Cold' aversion represents a mild dislike, while 'hot' hostility indicates an extreme, passionate rejection of the brand. Understanding these levels allows brands to tailor their responses and address the root causes of consumer discontent effectively.

What implications does the phenomenon of 'brand hate' have for global brands like Starbucks, and what strategies can they adopt to navigate and mitigate its impact on their reputation and consumer relationships?

For global brands, recognizing and addressing brand hate is essential. Brands like Starbucks need to proactively address potential ethical shortcomings, engage in open dialogue with stakeholders, and understand the drivers of consumer aversion. Ignoring brand hate can alienate customers and damage the brand's reputation, especially in the age of social media-driven activism, potentially leading to boycotts and long-term damage to consumer trust and loyalty.