For me it is when companies/services market themselves as donating to XYZ cause if I buy their product. If they want to donate, they should have already done that with the money they have. Asking me to give them profit so that they can donate is so obviously pretentious.
Can you point to scientific literature that does prove this statement?
Not what you’re asking for, but it’s the same core principle as irony poisoning, I think. And, I know that shit is real, because it’s happened to me. It was kind of a core life lesson to me to watch what I consume.