Does Consumer Attitude Mediate the Linkages of Environmental Irresponsibility and Consumer Retaliation Within the Pakistan?

This study examines the role of consumer attitudes as a mediator in the context of Nestlé's Pure Life brand under allegations of illegal mining and environmental irresponsibility. It duly remarks upon a significant lacuna in research regarding Pakistani context-specific retaliation from consumers. The data of the study were gathered from 234 consumers in Lahore. The study employs descriptive, correlation, and regression analyses using SPSS 23.0 to assess the relationship between corporate environmental practices and consumer responses. Findings of this study reveal that while consumers exhibit a negative attitude toward Nestlé's environmental practices, this sentiment does not directly translate into retaliatory actions against the brand. The absence of a direct correlation between corporate irresponsibility and consumer retaliation raises critical questions about the effectiveness of consumer attitudes in influencing corporate accountability. This research underscores the need for further exploration of the dynamics between consumer perceptions and corporate behaviour, particularly in developing markets facing environmental challenges.