Predictors of Consumer Aggression Toward Inclusive Brands: A Mixed Methods Investigation

This mixed-methods study investigates aggressive consumer reactions toward inclusive brands. An online survey of 384 U.S. consumers and 20 in-depth interviews reveal that virtue signaling, moral outrage, and tribalism predict consumer aggression through boycotts and negative publicity. Virtue signaling exhibits the strongest effect, suggesting consumers’ desire to demonstrate moral virtue drives reactions most strongly. The theoretical implications indicate that single theories provide limited explanations; integrating complementary perspectives generates richer insights. Practically, empowerment-based strategies promoting dialogic communication, transparency, and stakeholder co-creation may minimize outrage and hostility while advancing inclusivity. Recognizing consumers’ diverse motives allows tailored engagement to transform aggression into constructive dialogue, thereby advancing social good as the brands’ ultimate purpose.