Factors Influencing Gen Z’s “Cancel Culture” Behavior and its Impact on Brand Communication Crisis in Vietnam

This study examines the psychological, social, and digital determinants of Generation Z’s participation in cancel culture and its resulting impact on brand communication crises in Vietnam. Using data collected from Gen Z respondents in Ho Chi Minh City and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that social awareness and group norms are the strongest predictors of cancel culture behavior, highlighting the moral consciousness and peer-driven dynamics that shape online activism among young consumers. Although social media platforms serve as key channels for discourse, their influence does not directly determine cancellation behavior, suggesting that content authenticity and community values exert greater influence than platform effects. Belief in a just world also shows limited explanatory power, indicating that collective moral norms outweigh individual justice beliefs in this context. The results further confirm that participation in cancel culture significantly intensifies brand communication crises by undermining brand credibility and amplifying negative public sentiment. Theoretically, the study extends the Theory of Planned Behavior, Social Identity Theory, and crisis communication literature by positioning cancel culture as both a moral–psychological mechanism and a precursor to reputational crises. Managerially, the findings underscore the importance of social transparency, real-time community engagement, and proactive issue monitoring. Limitations related to sampling, cross-sectional design, and cultural interpretation are acknowledged, with recommendations for longitudinal, cross-cultural, and multidimensional future research. Overall, the study provides a nuanced understanding of how digital morality, social belonging, and group dynamics shape Gen Z’s role in cancel culture and its implications for brands in emerging markets.