The Silent Elephant: How Brand and Consumer behavior, in the fashion industry, drive social media Cancel Culture?

Abstract

Cancel culture has emerged as the silent elephant of the fashion industry, a widespread but often unspoken force that shapes relations between brands and consumers. This study explores how brand and consumer behavior in the fashion sector drive social media Cancel Culture. By using a quantitative methodology to validate hypotheses, this study explores the relation between ethical consumer behavior, perceived brand social responsibility, brand trust and transparency, diversity, and inclusion (D&I) efforts, and social media engagement. The findings indicate that ethical consumer behavior have a positive effect on how a brand's social responsibility is perceived, subsequently fostering trust and transparency. However, these same ethically conscious consumers are also more inclined to engage in social media boycotts when brands do not align with their values. On the other hand, strong D&I initiatives function as a protective factor, reducing the likelihood of brand cancellation. The study highlights that consumers who actively participate in Cancel Culture also show higher levels of social media interaction with brands, displaying both critical and supportive behaviors. From a theoretical standpoint, this research deepens knowledge of Cancel Culture dynamics in the fashion sector, particularly regarding its relation to ethical consumption and digital activism. From a management point of view, it emphasizes the need for brands to go beyond performative ethics by adopting genuine transparency and meaningful D&I initiatives to cultivate consumer trust and mitigate reputational risks. Ultimately, this study illustrates how social media amplifies ethical scrutiny, making Cancel Culture an increasingly present force that brands must manage with authenticity and responsibility.