Rainbow-Washing Away Customers: Does the Consumer’s Perception of Rainbow-Washing Affect Purchasing Behavior?

Authors

• Ashley N. Johns, Florida State UniversityFollow
• Sindy Chapa, Florida States UniversityFollow
• Nakima Brooks, Florida State University
• Holly Coleman, Florida State UniversityFollow
• Maya DuBois, Florida State University

Document Type

Conference Proceeding

Publication Date

2022

Abstract

In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, the study did allude to the fact that corporate social responsibilities matter to customers, something that plays a role in consumer purchase behavior and attitudes toward the brand and advertisement.

Copyright

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DOI

10.20429/amtp.2022.09

Recommended Citation

Johns, Ashley N.; Chapa, Sindy; Brooks, Nakima; Coleman, Holly; and DuBois, Maya, "Rainbow-Washing Away Customers: Does the Consumer’s Perception of Rainbow-Washing Affect Purchasing Behavior?" (2022). AMTP Proceedings 2022. 9.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/9