The influence of negative marketing practices on brand hate: The moderating effect of negative word of mouth in the organic food industry

Abstract

This study investigates how negative marketing practices, including greenwashing, perceived price unfairness, negative endorser reputation, and advertisement inauthenticity, influence consumers’ brand hate and how the moderating effect of Negative Word of Mouth (NWOM) amplifies these outcomes. A quantitative research design was employed by surveying 350 consumers of Vietnamese organic food products. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results indicate that all examined negative marketing practices significantly increase brand hate, with advertisement inauthenticity having the strongest effect. Greenwashing and perceived price unfairness also elicit substantial negative emotional responses, while negative endorser reputation transfers moral disapproval from endorsers to brands, further intensifying brand hate.  Moreover, NWOM significantly moderates these relationships, exacerbating the impact of unethical practices on consumers’ negative attitudes toward the brand. These findings highlight that brand hate is shaped not only by unethical marketing behaviors but also by the amplification effects of NWOM. From a managerial perspective, organic food companies should adopt transparent communication, ethical pricing, careful selection of endorsers, truthful advertising, and proactive digital reputation management to mitigate brand hate. Implementing these strategies can strengthen consumer trust, reduce emotional backlash, and foster long-term loyalty in Vietnam’s competitive organic food market.