Consumer Perception of Corporate Activism: Strategic Implication for Marketing

Does corporate activism effect the likelihood of a consumer to buy a specific product? We collected primary data from a random sample of 272 individuals to understand consumer perceptions and decision drivers when businesses decide to pursue corporate activism. Our goal was to aid marketers and corporations better identify and satisfy the needs and wants of socially conscious consumers. Four campaigns were presented from different product categories, respondents and survey questions revolved around how campaigns affected a purchase of a particular brand and its products. Our findings indicate that corporations should be involved in some form of corporate activism. Even negative campaigns (although undesirable) get people talking about a particular company. It is up to the management to be able to make sure that the campaigns will be well perceived by a majority of the public in order to help increase brand equity, as a significant amount of people tend to have their buying habits affected by corporate activism campaigns.