Explaining support for and resistance to brand activism through the Theory of Planned Behavior

As brand activism continues to be a prevalent marketing strategy, understanding consumer response remains critical. This study employs the Theory of Planned Behavior to examine the role of attitudes, subjective norms, and perceived control in consumers’ support for or resistance to brand activism. A two-step cluster analysis reveals significant differences in behavioral patterns and explores how psychographic characteristics – including political ideology, political and religious engagement, moral foundations, and personality – explain variations in the behavioral intentions of Supporters and Non-Supporters. These findings offer theoretical insights for scholars and guidance for practitioners seeking to maximize activism support while mitigating backlash.