Consumers as Activists: Exploring the Links Between Political Identity, Corporate Violence, and Boycott Intention

Abstract

This research investigates political consumerism by exploring how consumers’ political identity interacts with corporate violence type to influence boycott intentions in the social media setting. Findings show that consumers with a liberal political identity are more likely than conservatives to boycott companies implicated in the labor exploitation news, while no significant ideological differences emerge in response to unsafe product news. These patterns are attributed to the alignment between the consumers’ activated political identity and the issues that resonate with their beliefs and values. A moderated serial mediation model further reveals that ideological congruence and news message credibility mediate these relationships. The results highlight the role of consumers as active agents in confronting corporate violence and provide strategic insights for corporations seeking to manage public perception and prevent potential negative impacts.