Can CEO Activism Be Good for the Organization? The Importance of Authenticity, Morality, and Timeliness

This research presents a model connecting the perceived morality, authenticity, and timeliness (MAT) of CEO activism to consumer trust and supportive behaviors (e.g., consumer advocacy and intention to work) toward the CEO's organization. The results show that perceived MAT of CEO activism are positively associated with Millennial and Gen-Z consumers' trust toward the CEO's organization. There was a strong and positive association between consumer trust and consumers' supportive behaviors. This model will advance theoretical understanding of how CEO activism can effectively contribute to younger consumer outcomes.