Comsumer Retaliation to Corporate Environmental Responsibility

Abstract

This study aimed at empirically examining the mediating role of attitude towards Nestle's Pure Life's case of illegal mining and consumer retaliation. Consumer retaliation is an under- investigated topic in the Pakistani perspective. The study was conducted on two hundred and thirty-four Nestle's consumers based in Lahore. Data were analyzed using descriptive analysis, correlation, and regression analysis through SPSS 23.0. The survey results obtained validate the presence of the mediating role of the attitude. Other results demonstrate that Nestle's consumers have a negative attitude towards Nestle's corporate environmental irresponsibility. However, there is an absence of a direct relationship between Nestle's corporate environmental irresponsibility and consumer retaliation. Future avenue of the research is also discussed.