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Tone Deaf Marketing or Genuine Activism?

Voinow, Alexandra Veronica LU and Kropinova, Anastasija LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Title : Tone Deaf Marketing or Genuine Activism
Seminar : Date: 4th June, 2021.
Course : BUSN39 Degree Project in Global Marketing
Authors : Alexandra Voinow, Anastasija Kropinova
Supervisor : Burak Tunca
Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase
Intention
Thesis Purpose : The objective of this study was to research consumers awareness of woke
washing and brand activism, if they were aware of the difference and how this affected their
level of trust towards activist brands, which lead to the analysis of their purchase intention by
using the Theory of Planned Behaviour (TPB) as a mediating variable.
Methodology : The following research was conducted by using a deductive approach
... (More)
Title : Tone Deaf Marketing or Genuine Activism
Seminar : Date: 4th June, 2021.
Course : BUSN39 Degree Project in Global Marketing
Authors : Alexandra Voinow, Anastasija Kropinova
Supervisor : Burak Tunca
Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase
Intention
Thesis Purpose : The objective of this study was to research consumers awareness of woke
washing and brand activism, if they were aware of the difference and how this affected their
level of trust towards activist brands, which lead to the analysis of their purchase intention by
using the Theory of Planned Behaviour (TPB) as a mediating variable.
Methodology : The following research was conducted by using a deductive approach
through quantitative studies. The data was collected through an online questionnaire using a
non-probability sample approach. Confirmatory Factor Analysis and Structural Equation
Modelling was then used to analyse the collected data.
Theoretical Perspective : The primary theory used for this research is the Theory of Planned
Behaviour, while also using the theory of Trust by Mayer as a foundation for the variable of
Trust.
Empirical Data : A web-based questionnaire was used to obtain 331 valid responses.
Findings : Knowledge about the difference between woke washing and brand activism was
found to have a significance on the level of trust which a consumer has towards activist
brands. Further, TPB dimensions of; Attitude, Subjective Norms and Perceived Behavioural
Control acted as mediators between trust and purchase intention. All 3 of these dimensions
were found to have a significant effect on purchase intention, however, PBC had the lowest
impact.
Practical Implications : This paper was able to successfully wield the theory of Theory of
Planned Behaviour to understand consumers purchase intention when it comes to activist
brands. In order for managers to successfully lead an activist brand and have a positive
impact on communities, it is advisable to be aware of the slight differences between activism
and woke washing, in order to steer clear from misunderstandings and displeased consumers. (Less)
Please use this url to cite or link to this publication:
author
Voinow, Alexandra Veronica LU and Kropinova, Anastasija LU
supervisor
organization
alternative title
The impact of which consumer knowledge about brand activism and woke washing has on their purchase intention
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
woke washing, brand activism, trust, theory of planned behaviour, purchase intention
language
English
id
9061389
date added to LUP
2021-07-22 09:00:13
date last changed
2021-07-22 09:00:13
@misc{9061389,
  abstract     = {{Title : Tone Deaf Marketing or Genuine Activism
Seminar : Date: 4th June, 2021.
Course : BUSN39 Degree Project in Global Marketing
Authors : Alexandra Voinow, Anastasija Kropinova
Supervisor : Burak Tunca
Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase
Intention
Thesis Purpose : The objective of this study was to research consumers awareness of woke
washing and brand activism, if they were aware of the difference and how this affected their
level of trust towards activist brands, which lead to the analysis of their purchase intention by
using the Theory of Planned Behaviour (TPB) as a mediating variable.
Methodology : The following research was conducted by using a deductive approach
through quantitative studies. The data was collected through an online questionnaire using a
non-probability sample approach. Confirmatory Factor Analysis and Structural Equation
Modelling was then used to analyse the collected data.
Theoretical Perspective : The primary theory used for this research is the Theory of Planned
Behaviour, while also using the theory of Trust by Mayer as a foundation for the variable of
Trust.
Empirical Data : A web-based questionnaire was used to obtain 331 valid responses.
Findings : Knowledge about the difference between woke washing and brand activism was
found to have a significance on the level of trust which a consumer has towards activist
brands. Further, TPB dimensions of; Attitude, Subjective Norms and Perceived Behavioural
Control acted as mediators between trust and purchase intention. All 3 of these dimensions
were found to have a significant effect on purchase intention, however, PBC had the lowest
impact.
Practical Implications : This paper was able to successfully wield the theory of Theory of
Planned Behaviour to understand consumers purchase intention when it comes to activist
brands. In order for managers to successfully lead an activist brand and have a positive
impact on communities, it is advisable to be aware of the slight differences between activism
and woke washing, in order to steer clear from misunderstandings and displeased consumers.}},
  author       = {{Voinow, Alexandra Veronica and Kropinova, Anastasija}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Tone Deaf Marketing or Genuine Activism?}},
  year         = {{2021}},
}