Exploring Consumer Boycott Intention towards Corporate Sustainable Business Practices

This chapter builds on the findings emerged from a research study to examine consumer perceptions toward corporate communications regarding sustainable business practices through the constructs of consumer-brand identification and behavioural intention depicted through the intention to boycott. This study explores the mediating effect of socially responsible consumption behaviour and examines if perceived brand hypocrisy changes the strength of the relationships. Data were collected from 416 Japanese millennials through a survey. The results showed that socially responsible consumption behaviour partially mediates the relationship between consumer-brand identification and intention to boycott. On the other hand, perceived brand hypocrisy did not affect the indirect and direct relationships. This study demonstrates the need for corporations to manage their communications regarding their sustainable business practices to ensure consumer support.