But it is not nationalism as the set of common shared values aren't bound to nations. And neither is it protectionism in the traditional meaning of the term. If you don't participate in upholding the value system (or worse actively seeks to destroy it) then you don't get to reap the benefits. I read this "buy European" initiative as a "don't buy American" in light of the current political situation. Withholding trade is an incentive to US voters to fix their system and tap into the benefits once again as a reward.