The Study on Consumer Boycott from Corporate Social Irresponsibility – Examples of Food Safety Events

• Main Authors: Chang Lin Huang, 黃昶霖
• Other Authors: Chin-Jung Luan
• Format: Others
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/34ga3y

碩士 === 國立東華大學 === 國際企業學系 === 105 === The purpose of the study aims to investigate the impact of consumers’ boycott derived from corporate social irresponsibility on the firm’s performance. Employing the data and event study module of TEJ (Taiwan Economic Journal) Databank, we focus on consumers boycott events deriving from domestic one, “anti-Ting Hsin”, and international one “anti-Mo“anti-Monsanto” and figure out if there is any abnormal return to the focal firms and their competitors operating in the related industries. The results show that (1) the consumers’ boycott because of a firm’s corporate social irresponsibility can lead to the firm’s negative abnormal return; (2) the competitors of the boycotted firm may not enjoy the benefits under the negative abnormal return of the focal firm; (3) consumers’ boycotting international firms can lead to negative abnormal return of the related firms in the same industries. These findings can offer strategic implications to the firms operating in food industries and can make firms put more emphases on corporate social responsibility.