To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism

Wang, Yijing; Bouroncle, Linnea

doi:10.1177/23294906231166141

Cited by 3 publications

(1 citation statement)

References 34 publications

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“…moral commitment or long‐term interest in the movement). This scepticism was, in turn, inversely associated with consumer intentions (Wang & Bouroncle, 2023). Work examining perceptions of Ben and Jerry's corporate allyship for LGBTQI+ rights similarly demonstrated that positive evaluations of the company were most strongly linked to how authentic their allyship was perceived to be (Lim & Young, 2021).…”

Section: Introductionmentioning

confidence: 99%

What are they in it for? Marginalised group members' perceptions of allies differ depending on the costs and rewards associated with their allyship

Thai,

Nylund

2023

British J Social Psychol

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Advantaged group allies can incur costs or rewards as a result of their allyship. The present work investigates whether such costs and rewards affect how marginalised group members perceive these allies. Across four experiments that collectively examine marginalised group members' perceptions of individual and corporate allies in the context of allyship for women's rights, Black Lives Matter and the LGBTQI+ community, we find that allies are perceived differently as a function of the costs and rewards associated with their allyship. Allies who face costs are perceived more positively in terms of tenacity and genuine motivations, and are generally evaluated more favourably compared to allies who do not face costs and those who, instead, garner rewards for their allyship. These findings demonstrate that marginalised group members are cognisant of the costs and rewards allies may reap, and that this information can shape their judgements of allies' investment in the cause.

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Section: Introductionmentioning

confidence: 99%

What are they in it for? Marginalised group members' perceptions of allies differ depending on the costs and rewards associated with their allyship

Thai,

Nylund

2023

British J Social Psychol

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Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism

Walter,

Föhl,

Sander

et al. 2024

Journal of Business Research

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Can organizations get away with greenwashing? CSR attributions and counterproductive sustainability behaviors

Ahmad,

Jamali,

Khattak

2023

Business Ethics Env & Resp

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Over the past couple of decades, research on the perks of corporate social responsibility has reported that it is a source of competitive advantage and can increase the bottom‐line performance of the organization. However, a somewhat small proportion of this research is focused on the ‘greenwash’ side, which posits that not all CSR would lead to positive impacts. By extending this line of research, the current study is aimed at investigating the differential impacts of CSR by developing a scale for the three‐dimensional model of CSR attributions coined by Ahmad in 2017, that is, Embedded, P‐Social, and P‐Instrumental CSR, and testing the same with counterproductive sustainability behaviors. The attribution theory was used to explain the relationship between the study variables. Data (N = 311) were collected from the tourism and hospitality sectors. It was found that Embedded and P‐Social CSR practices would be attributed to more genuine CSR and would lead to a reduction in counterproductive sustainability behaviors. Furthermore, the P‐Instrumental CSR would be attributed to more selfish and instrumental practices and hence would be considered as greenwashing, which will consequently lead to enhancing counterproductive sustainability behaviors. The study further tested the mediating role of employees' organizational trust, which was also supported by the results. Several theoretical and practical implications are discussed.

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To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism

Cited by 3 publications

References 34 publications

What are they in it for? Marginalised group members' perceptions of allies differ depending on the costs and rewards associated with their allyship

What are they in it for? Marginalised group members' perceptions of allies differ depending on the costs and rewards associated with their allyship

Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism

Can organizations get away with greenwashing? CSR attributions and counterproductive sustainability behaviors

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