NONE 20260428052052015 wseas/wseas content-registration-form+ja@crossref.org content-registration-form WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 1109-9526 2224-2899 Safa D. Manala-O Department of Business and Innovation Mindanao State University – Iligan Institute of Technology Iligan City, Lanao del Norte PHILIPPINES Charlyn M. Capulong Department of Economics Mindanao State University – Iligan Institute of Technology Iligan City, Lanao del Norte PHILIPPINES Jessa Mae B. Limosnero Department of Accountancy Mindanao State University – Iligan Institute of Technology Iligan City, Lanao del Norte PHILIPPINES Felipe V. Lula Jr. Department of Hospitality and Tourism Management Mindanao State University – Iligan Institute of Technology Iligan City, Lanao del Norte PHILIPPINES Jupert Jasser G. Abellana Department of Business and Innovation Mindanao State University – Iligan Institute of Technology Iligan City, Lanao del Norte PHILIPPINES Although cancel culture is changing the dynamics between consumers and brands, little is known about what motivates Filipino consumers to act this way. Using the Theory of Planned Behaviour and demographic factors, this study examines factors influencing consumers' intentions to discontinue brand loyalty in the Philippines. Businesses must understand this growing form of social media activism. A quantitative design using PLS-SEM analysed responses from 385 participants across generations and regions. Results show that cancel intentions are strongly influenced by attitude, subjective norms, and perceived behavioural control. Notably, age and region, particularly younger consumers and those from Visayas and Mindanao, are strong antecedents. These groups are more susceptible to social influence, have stronger self-efficacy, and express more favourable views of cancelling brands. Recommendations include culturally sensitive reputation management and localized consumer sentiment tracking, with brands needing to align values and respond quickly with corrective actions. 04 28 2026 04 28 2026 325 24 https://creativecommons.org/licenses/by/4.0/deed.en_US 10.37394/23207.2026.23.24 https://wseas.com/journals/bae/2026/a485107-3606.pdf C. J. L. Roldan, A. K. S. Ong, and D. Q. Tomas, “Cancel culture in a developing country: A belief in a just world behavioral analysis among generation Z,” Acta Psychol. (Amst)., vol. 248, p. 104378, Aug. 2024, doi: https://doi.org/10.1016/j.actpsy.2024.104378 T. S. Mueller, “Blame, then shame? Psychological predictors in cancel culture behavior,” Soc. Sci. J., vol. 63, no. 2, pp. 876– 889, Jul. 2021, doi: https://doi.org/10.1080/03623319.2021.1949 552 V. Demsar, C. Ferraro, J. Nguyen, and S. 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