Socially Responsible Communication in the Service of the Ethical Enterprise

Abstract

This article examines how firms’ ethical practices affect consumers’ decisions not to boycott, particularly when one or more incident(s) are perceived as unethical. It also highlights the moderating role of socially responsible communication in this dynamic. In an environment marked by heightened awareness of ethical issues, companies increasingly have to justify their actions to an active and connected public. The empirical study conducted with 279 respondents shows that a strong ethical commitment can positively influence the decision not to boycott, even when unethical incident(s) are perceived. Furthermore, the results indicate that socially responsible communication mobilizes social‑media users in support of the firm, thereby mitigating boycott intentions by reinforcing the firm’s moral legitimacy. These findings provide actionable insights into the levers companies can use to safeguard their image in a context where consumers are growingly sensitive to ethical concerns.