The Role of Trust and Distrust in the Relationship between Corporate Social Irresponsibility and Boycott Intentions: A Parallel Mediation Analysis

Several boycotts have demonstrated that stakeholders can effectively force even large companies to abandon harmful activities. However, people do not always join boycotts, in the case of severely egregious corporate behaviour. Thus, our understanding this substantive form ethical consumption is limited. To extend knowledge about process leads boycotting, study examines role trust and distrust culprits as two distinct mediators between an irresponsibility appraisal action boycotting intentions. The conceptual model tested on data from a survey conducted non-student sample. research findings show transgressing firm fully mediates relationship perceived behaviour consumer propensity boycott such organisations. In other words, suggests predictions future irresponsible (i.e. distrust) are key convincing consumers punish culprit