Consumer Culpability and Boycott in China’s Fast Fashion Industry: The Mediating Role of Consumer Perceived Ethicality and the Moderating Effect of Perceived Benefits
2026-04-02
This study examines consumer responses to Corporate Social Irresponsibility (CSI) in the fast fashion industry, focusing on the roles of consumer culpability, consumer perceived ethicality (CPE), and boycott behaviour. Drawing on cognitive dissonance theory and moral philosophy theory, the research investigates how consumers’ recognition of moral responsibility influences their ethicalContinue Reading