The research aims to examine the influence of an organization’s perceived authenticity on the relationship between a firm’s inclusivity values and commercialization of LGBTQ support and the outcomes of trust, attitude toward the firm and purchase intention.
Three experimental studies were conducted. Each experiment was based on a fictitious firm with Christian values. Studies 1 and 2 explored the impact of a firm’s Christian and inclusivity values on perceived authenticity, trust, attitude toward the firm and purchase intention. Study 3 examined how the commercialization of LGBTQ support affects perceived authenticity and subsequent consumer outcomes.
Study 1 found that perceived authenticity mediates the relationship between Christian values and trust, attitude toward the firm and purchase intention. Study 2 found that perceived authenticity mediates the relationship between inclusivity values and trust, attitude toward the firm and purchase intention, with significant differences based on political ideology. Study 3 revealed that high commercialization of LGBTQ support decreases perceived authenticity, which in turn negatively impacts trust, attitude toward the firm and purchase intention.
The research contributes to the understanding of how firms can balance historically conflicting values, such as Christian values and LGBTQ inclusivity values, and how perceived authenticity impacts consumer behavior. The research provides insights into how the commercialization of LGBTQ support affects the perception of authenticity and offers guidance for firms navigating marketing strategies with both LGBTQ inclusivity and Christian values. The study also opens avenues for future research on firms’ value integration and repositioning, as well as strategies to enhance perceived authenticity in inclusivity efforts.
