The times they are a-changing: examining the effects of luxury brand activism on political consumerism and eWOM

Abstract

ABSTRACT This paper examines factors that affect consumer buycott and boycott behaviours, and the intention to share such behaviours on social media toward luxury brand activism. The direct relationship between buycott and boycott behaviours, and intention to share on social media was also explored. Data were collected from consumers in Japan from generations Y (n = 309), X (n = 305), and Jones (n = 270) via online survey and analyzed using structural equation modeling (SEM). The conceptual model was developed and tested across four studies. The results show that the three generations have some distinctions in relationships regarding perceived hypocrisy, perceived authenticity, and political consumerism. However, all generations show significant positive relationships between involvement and intention to buycott and boycott, and intention to buycott and boycott with intention to share on social media. This study contributes to the emerging research on luxury brand activism, revealing opportunities for brands to gain consumer support and reduce calls for boycott on social media.