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Publicação
The impact of perceived Woke-washing on Purchase Intentions among Gen Z and Millennials
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| 3.74 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
In recent years, consumers have growing expectations for brands to take a stance on social
and political issues. When these efforts appear disconnected from brands' actions, brands
may be perceived as engaging in woke-washing. This study investigates how such perceptions
affect purchase intentions among Portuguese Millennials and Gen Z. It explores the mediating
roles of brand trust and brand perceived value using a scenario-based online questionnaire (N
= 364) featuring a fictional brand. Participants assessed the brand before and after learning
about its inauthentic activism. Data was analyzed using paired-sample t-tests (SPSS) and
structural equation modeling (SmartPLS 4). Results showed a significant decline in purchase
intentions after the woke-washing revelation, occurring indirectly through reduced brand
trust and perceived value. The findings contribute to the literature by quantifying woke-washing’s impact on purchase intentions. Practically, the study highlights the risks of
inauthentic activism and the need for brands to align messaging with real actions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Woke-washing Brand activism Purchase intentions Perceived value Brand trust SDG 12 - Responsible production and consumption