Socially Irresponsible Corporations and Choices of Consumers: Altruism, Retaliation, or Demand for Reparation?

Chen, Bryan H.; Chen, Meihua; Tai, Pei-Ni

doi:10.5539/ijms.v10n2p47

Cited by 4 publications

(2 citation statements)

References 53 publications

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“…The clearer their rights awareness, the higher their attention to the fulfilment of corporate social responsibility, and the clearer and more important the psychological contract. When consumers perceive that the psychological contract has been violated, anger and betrayal emotions become stronger, which triggers many negative behavioural responses (Chaabane and Parguel, 2016), such as reduced willingness to share and repeat purchase (Malhotra, Sahadev and Purani, 2017) and boycott behaviour (Chen, Chen and Tai, 2018).…”

Section: Psychological Contract Violation Theorymentioning

confidence: 99%

Why Firm's Reactive Eco‐innovation May Lead to Consumers’ Boycott

Liao

Liu

2021

British J of Management

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Firms that have implemented eco-innovation are facing negative responses in the form of consumer boycotts. The intrinsic mechanism behind this phenomenon is worth studying. Based on psychological contract violation theory and attribution theory, and using psychological contract violation as the mediator variable and environmental concern as the moderator variable, this study constructs a relational model to explain why and how reactive eco-innovation leads to consumer boycotts. The results indicate that firms' reactive eco-innovation positively correlates with consumers' propensity to boycott consumer goods; reactive eco-innovation can trigger consumers' boycott willingness through psychological contract violation, and consumer environmental concerns reduce the impact of psychological contract violation on consumer boycotts.

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Section: Psychological Contract Violation Theorymentioning

confidence: 99%

Why Firm's Reactive Eco‐innovation May Lead to Consumers’ Boycott

Liao

Liu

2021

British J of Management

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“…In addition, justice-based theory supports the assertion that RB results from perceived betrayal (Grégoire and Fisher, 2008). Perceived betrayal is a primary driver of RB and the demand for reparation from consumers as measures to restore justice (Chen et al , 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Rasouli,

Alimohammadirokni,

Rasoolimanesh

et al. 2023

CBTH

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Purpose This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is examined as a mediator between brand transgression severity and BRs. Design/methodology/approach A total number of 331 customers of Tehran travel agencies were recruited as the statistical sample. Partial least squares-structural equation modeling (PLS-SEM) using SmartPLS 4 software was used to analyze the collected data. Findings The results showed that the severity of brand transgression significantly affects perceived BB and customer BR, including avoidance and retaliatory behaviors. Moreover, the results showed that perceived BB has a mediating role in the relationship between brand transgression severity and reparatory and retaliatory behaviors. Originality/value This study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.

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