How do consumers react to LGBTQ+ activism? Evidence from mobile phone geolocation data

Kim van Schie () and Susanne Preuss ()
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Kim van Schie: University of Amsterdam, Amsterdam, Netherlands
Susanne Preuss: University of Amsterdam, Amsterdam, Netherlands

Maandblad Voor Accountancy en Bedrijfseconomie Articles, 2024, vol. 98, issue 3, 89-101

Abstract: Corporate activism is an important tool to bring attention to societal issues. While it can have many benefits, it also comes with risks, such as alienating a relevant share of a firm's consumers. In this study, we use mobile phone geolocation data to examine how firms' LGBTQ+ activism influences consumer behavior. Our results suggest that LGBTQ+ activism decreases consumer store visits in the short term. The effect occurs in both liberal and conservative counties. This is surprising, as liberals generally react favorably to LGBTQ+ activism. One possible explanation is that (liberal) consumers reduce their store visits due to pink washing concerns.

Keywords: Corporate; activism; Disclosure; ESG; LGBTQ+; Twitter; Polarization (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:arh:jmabec:v:98:y:2024:i:3:p:89-101

DOI: 10.5117/mab.98.109769

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