From Callouts to Boycotts: Cancel Culture’s Influence on Consumer Behavior and Brand Perceptions in the Digital Marketplace
DOI:
https://doi.org/10.5281/zenodo.20488530Keywords:
cancel culture; consumer behavior; brand perception; social media backlash; purchasing intention; brand trustAbstract
This study examined how cancel culture influences consumer behavior and brand perceptions in the digital marketplace, particularly through moral outrage, social identity alignment, and collective action tendency. Using a quantitative descriptive-correlational design, the study surveyed 184 social media users from Generation Z, Millennial, and Generation X groups who were familiar with online brand controversies and digital consumer discussions. Data were collected through a validated four-point Likert-scale questionnaire and analyzed using frequency, percentage, mean, standard deviation, Pearson product-moment correlation, and multiple regression. Findings showed that consumer perception toward cancel culture was high overall (M = 3.03), while consumer behavior and brand perception in the context of cancel culture were likewise high (M = 3.33), with brand trust receiving the highest mean (M = 3.45). Correlation results revealed significant positive relationships between cancel culture dimensions and purchase intention, brand trust, brand loyalty, and brand advocacy. Social identity alignment showed the strongest associations, particularly with brand loyalty (r = .723, p < .001) and purchase intention (r = .718, p < .001). Regression analysis indicated that cancel culture dimensions significantly predicted consumer behavior and brand perceptions, explaining 55.6% of the variance. The study concludes that cancel culture meaningfully shapes digital consumer decision-making, especially when consumers evaluate whether a brand aligns with their values, responds ethically to controversy, and maintains public accountability.
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