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<p>Brand activism is increasingly expected by consumers, yet its success largely depends on whether it is perceived as authentic. This study investigates how the perception of authenticity and inauthenticity in brand activism affects consumer-brand identification, purchase intention, word-of-mouth, and willingness to pay a premium price, with consumer-brand identification serving as a mediator. An experimental design using a fictitious fashion brand (<i>n</i> = 372) and structural equation modelling demonstrates that, while authentic activism enhances consumer responses, inauthentic activism produces considerably stronger negative effects. Consumer-brand identification is shown to partially mediate these relationships. The study contributes to the theory by examining authenticity in brand activism and revealing its dual impact on consumers. It also contributes to practice by providing empirical evidence and strategic guidance for implementing credible activist initiatives, while showing the risks associated with perceived inauthenticity.</p>

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Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification

  • 期刊论文

  • 发表日期：

    2025年10月13日

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  • Joaquim Silva,
  • Francisca Abreu

摘要

Brand activism is increasingly expected by consumers, yet its success largely depends on whether it is perceived as authentic. This study investigates how the perception of authenticity and inauthenticity in brand activism affects consumer-brand identification, purchase intention, word-of-mouth, and willingness to pay a premium price, with consumer-brand identification serving as a mediator. An experimental design using a fictitious fashion brand (n = 372) and structural equation modelling demonstrates that, while authentic activism enhances consumer responses, inauthentic activism produces considerably stronger negative effects. Consumer-brand identification is shown to partially mediate these relationships. The study contributes to the theory by examining authenticity in brand activism and revealing its dual impact on consumers. It also contributes to practice by providing empirical evidence and strategic guidance for implementing credible activist initiatives, while showing the risks associated with perceived inauthenticity.