Beyond the bottom line: The influence of political ideology on preference for corporate sociopolitical activism

Firms are increasingly engaging in corporate sociopolitical activism (CSA), aiming for favorable responses from consumers who agree with the firms’ actions. In this study, we investigate whether consumers’ political ideology influences their preferences for such value-aligned CSA. Specifically, we explore whether liberals and conservatives have equally favorable preferences for value-aligned CSA and what psychological mechanisms might explain any differences across political ideologies. The findings show that liberals have stronger preferences for value-aligned CSA than conservatives, and this is mediated by trust in institutions and positive affect. Two additional studies provide evidence that this pattern is robust—it is not moderated by either the authenticity of firms’ CSA or by the strength of firms’ financial performance. This research contributes to the growing body of literature on corporate sociopolitical activism and offers guidance for corporations aiming to engage their consumers via CSA.