The impact of perceived Woke-washing on Purchase Intentions among Gen Z and Millennials

Abstract

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.