Disruptive Climate Protests Against Companies: Analyzing Customer Perceptions in an Experimental Setting

In response to insufficient progress on carbon neutrality commitments, climate activism is increasingly targeting oil companies and the banks that finance their activity. Drawing on Attribution Theory, this research investigates how protest extremity (moderate vs. disruptive) and protest target (oil companies vs. banks funding oil projects) influence perceived corporate agency and customers' switching intentions. Study 1 shows that moderate protests are more effective than disruptive ones in influencing perceptions and switching intentions, particularly when aimed at banks. Disruptive protests reduce perceived corporate agency and responsibility, thereby lowering customers' intentions to switch providers. Study 2 focuses only on banks and builds on Study 1 by manipulating protest extremity and the bank's role in exacerbating climate change (direct vs. indirect). This framing did not significantly affect customer perceptions—suggesting that protest extremity, rather than protest target, is the primary driver lowering perceived agency and switching intentions. Implications for corporate sustainability communication and reputation management are discussed.