The moral calculus of food delivery: how algorithmic dehumanization and CSR shape boycotts through ethical judgments and moral outrage

Purpose The rise of ethical consumerism and social media activism has transformed markets into moral arenas where once passive buyers now leverage boycotts to demand corporate accountability. Against this backdrop, this research aims to examine how algorithmic dehumanization in food delivery platforms triggers ethical consumer backlash, and whether corporate social responsibility (CSR) perceptions can mitigate such platform-mediated moral violations. Design/methodology/approach This research employed a mixed-methods design, comprising three strategically sequenced studies that collected data from students, faculty and staff at two universities in Pakistan. Findings The findings establish a clear causal sequence: perceived algorithmic dehumanization erodes consumer-perceived ethicality, ignites moral outrage and ultimately fuels boycott intentions – a pathway significantly buffered by CSR perceptions. Critically, behavioral evidence confirms this psychological cascade translates into actual marketplace resistance through measurable withholding actions. Research limitations/implications This research advances theory by introducing algorithmic dehumanization as a novel construct in consumer ethics, extending dehumanization theory, and redefining CSR’s role in digital contexts, while contributing to stimulus–organism–response theory, deontic justice theory and crossover theory. Practical implications The research suggests food delivery platforms to improve working conditions and consumer experiences by prioritizing human-centric algorithmic redesign, leveraging CSR communications, and implementing real-time feedback loops to foster transparency, accountability and trust. Originality/value This research pioneers the empirical investigation of algorithmic dehumanization as a distinct consumer ethics phenomenon, employing a novel multi-theoretical framework and mixed-methods to reveal its behavioral consequences while advancing both gig economy scholarship and platform governance strategies.