/jurnalpengurusan Thu, 02 Apr 2026 06:54:14 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 /jurnalpengurusan/article/consumer-culpability-and-boycott-in-chinas-fast-fashion-industry-the-mediating-role-of-consumer-perceived-ethicality-and-the-moderating-effect-of-perceived-benefits/?utm_source=rss&utm_medium=rss&utm_campaign=consumer-culpability-and-boycott-in-chinas-fast-fashion-industry-the-mediating-role-of-consumer-perceived-ethicality-and-the-moderating-effect-of-perceived-benefits Thu, 02 Apr 2026 04:02:51 +0000 /jurnalpengurusan/?post_type=article&p=8005 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 ethical judgments and behavioral responses. The study surveyed 324 Chinese consumers using purposive sampling and tested the model with PLS-SEM. The results reveal that consumer culpability negatively affects CPE, which in turn increases boycott behaviour. This relationship is moderated by perceived benefits, such that higher perceived personal benefits reduce the likelihood of boycott. The study highlights the importance of consumer moral agency in ethical consumption and suggests that enhancing consumer awareness and responsibility is critical for mitigating CSI in fast fashion markets.

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