Tone Deaf Marketing or Genuine Activism?

Abstract: Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. Methodology : The following research was conducted by using a deductive approach through quantitative studies. The data was collected through an online questionnaire using a non-probability sample approach. Confirmatory Factor Analysis and Structural Equation Modelling was then used to analyse the collected data. Theoretical Perspective : The primary theory used for this research is the Theory of Planned Behaviour, while also using the theory of Trust by Mayer as a foundation for the variable of Trust. Empirical Data : A web-based questionnaire was used to obtain 331 valid responses. Findings : Knowledge about the difference between woke washing and brand activism was found to have a significance on the level of trust which a consumer has towards activist brands. Further, TPB dimensions of; Attitude, Subjective Norms and Perceived Behavioural Control acted as mediators between trust and purchase intention. All 3 of these dimensions were found to have a significant effect on purchase intention, however, PBC had the lowest impact. Practical Implications : This paper was able to successfully wield the theory of Theory of Planned Behaviour to understand consumers purchase intention when it comes to activist brands. In order for managers to successfully lead an activist brand and have a positive impact on communities, it is advisable to be aware of the slight differences between activism and woke washing, in order to steer clear from misunderstandings and displeased consumers.