WHEN BRANDS BECOME ACTIVISTS: THE PERCEPTION AND INFLUENCE OF BRAND ACTIVISM TOWARDS INDONESIA’S GEN Z

• Main Author: Ananda Haryono, Adiel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68158
• Institution: Institut Teknologi Bandung

The goal of this research was to learn about customers' perceptions and reactions to the phenomenon of brand activism. And thus, attempts to address the following question: How do Indonesia’s Gen Z consumers perceive brands' engaging in brand activism? Given that research on brand activism is few, and the bulk of studies have been conducted primarily from a brand management perspective (Sarkar & Kottler, 2018), few studies have placed a premium on the customer viewpoint. As well as explored the phenomenon of brand activism perception, especially within Indonesia’s context. Using an abductive research approach based on relativism and social constructionism, this study employs a qualitative research design. To elicit reactions and replies, eleven semi-structured interviews were performed with the help of a single advertisement (AQUA) communicating brand activism. This study results show that Indonesia Gen Z consumers mostly expect brands to participate in brand activism. Furthermore, respondents view brand activism as a positive value with majority of the respondents felt that brand activism had a positive impact on their purchase decisions and brand image. However, this occurs within a brand if the brand-cause fit is in sync. It was also found that perception formation is influenced by self-identity, brand cause fit, responsibility, emotion, and authenticity, which reinforces Broberg and Doshoris framework (2020) and should be viewed as a collective approach, as they enrich and complement one another. Additionally, these themes will only elicit a positive response from consumers if the companies behind them can demonstrate that they are both concrete and consistent over time in their stance and action. As results from respondents mentioned, AQUA might be perceived as more real and trustworthy by offering concrete actions in their advertisements and campaigns to help reduce plastic waste, these intentions may become actions in the form of altered purchasing behavior in the future. As a result of this research findings, marketing practitioners and brand managers who are interested in learning about incorporating environmental brand activism into their companies might benefit from this research.