When are global fashion companies socially irresponsible? Relations among misleading information, brand betrayal and saving face in consumer boycotts

Purpose Prior studies have largely ignored how misleading information in corporate social irresponsibility (CSI) influences consumer boycotts. To bridge this gap in the literature, this study empirically investigates and extends the link between misleading information-led CSI and consumer boycotts, focusing on corporate brand betrayal and the personality trait of saving face. Design/methodology/approach Drawing on a sample of 725 Chinese consumers and the Xinjiang cotton incident, we test our hypotheses with the PROCESS macro to evaluate the moderated mediation effect. Findings Our key findings suggest the amplifying effect of a collectivist culture’s saving face on the indirect connection between misleading information-led CSI and consumer boycott via corporate brand betrayal. Originality/value By first proposing and validating the concept of misleading information-led CSI, this study provides insights into the consumer behavior of firm boycotts by highlighting how consumer emotions related to brand betrayal and the personality trait of saving face are associated with misleading information-led CSI.