Corporate Social Irresponsibility, Brand Hate, and Consumer Behaviors

This study examines how young consumers in Morocco respond to corporate social irresponsibility (CSI). It investigates how perceptions of CSI trigger brand hate and influence consumer behaviors like brand avoidance, negative word-of-mouth, and revenge. Focusing on young consumers in an emerging market, data were collected via a questionnaire from 300 respondents. Using PLS-SEM, results confirm CSI activates brand hate, which drives distinct consumer responses from passive avoidance to active retaliation. Positioning brand hate as a multidimensional emotional response, the study provides a framework for understanding reactions to corporate misconduct. Findings contribute to anti-consumption and brand management literature, showing how young consumers' values and emotions impact brand equity. Practical implications include the need for brands to address irresponsibility to mitigate risks among digitally active, socially conscious young consumers in emerging markets.