Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism

Nadine Walter, Ulrich Föhl, Frauke Sander and Angelique Nies

Journal of Business Research, 2024, vol. 184, issue C

Abstract: An increasing number of brands are taking a stance on current socio-political issues such as climate change, racism, and LGBTQ discrimination, thereby adopting a purpose-driven branding approach. However, not all measures taken are authentic, with certain brands running the risk of being accused of “woke washing.” This experimental-based study, involving 278 participants and focusing on anti-racism, investigates whether the approach taken (authentic, woke washing, or neutral) impacts brand credibility. The results indicate that an authentic brand purpose positively affects brand credibility, whereas woke washing has a negative impact compared to a neutral approach. Furthermore, cause involvement and consumer skepticism moderate the relationship between the brand’s purpose-driven approach and brand credibility. Greater cause involvement and/or consumer skepticism result in a more favorable assessment of brands with an authentic purpose-driven approach and a more negative perception of woke washing brands. This highlights the importance of brands aligning their actions with their stated values – that is, acting as they preach.

Keywords: Brand purpose; Woke washing; Brand activism; Cause involvement; Consumer skepticism (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:184:y:2024:i:c:s0148296324003722

DOI: 10.1016/j.jbusres.2024.114868

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