Minority Identity Signals in a Retail Supply Chain Setting and Consumer Purchase Intentions: The Mediating Role of e‐LSQ Expectations

ABSTRACT This study examines the differential effects of product manufacturer minority identity (MI) disclosures on consumer purchase intentions in an e‐commerce setting. Prior research has concluded that when minority‐owned businesses (MBs) make such disclosures on their own websites, it can adversely affect consumer evaluations and purchase intentions. Other work has found that MI disclosures on retailer websites can boost consumer purchase intentions. Hence, the evaluation of MI signals by consumers depends on the identity of the signal sender, the MB or the retailer, and invites an exploration of the underlying causal mechanisms. This study emphasizes consumers' differential electronic logistics service quality (e‐LSQ) expectations of MBs versus retailers as a critical mediating factor. The empirical results provide evidence supporting the contention that MI disclosures on MBs' own websites are associated with lower e‐LSQ expectations and, ultimately, purchase intentions as compared with MI disclosures on retailer websites. These effects are also found to be contingent on consumers' diversity beliefs. This study contributes to the consumer‐centric supply chain and diversity‐related literature and offers refinements to signaling theory. It also has implications for practice, highlighting the critical importance of retailer–MB partnerships in fostering equitable market opportunities and improving MBs' competitive positioning.