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Do Consumers Vote with Their Feet in Response to Negative ESG News? Evidence from Foot Traffic to Retail Locations

Svenja Dube et al.

Journal of Accounting Research2026https://doi.org/10.1111/1475-679x.70034article
FT50UTD24AJG 4*ABDC A*
Weight
0.50

Abstract

We examine whether and, if so, how retail consumers change their shopping in response to firm‐specific negative environmental, social, and governance (ESG) news. Using an event study methodology, we do not find significant changes in consumer foot traffic in response to negative ESG news, on average. However, the average consumer reacts negatively when such news is covered by national or global media outlets, which elevates consumer awareness. In addition, we provide evidence of the heterogeneity in responses to negative ESG news across consumer groups. Consumers in more ESG‐conscious counties, as measured by county ESG preferences, income, education, and political ideology, reduce store visits in response to negative ESG news. In contrast, consumers in the least ESG‐conscious counties increase their visits in response to negative ESG news. These opposing reactions explain the insignificant average consumer response to negative ESG news. Furthermore, the ESG‐conscious consumers' negative reaction is, at most, modest, dissipating within six weeks. Overall, our findings suggest that firms face divergent responses to ESG activities from different consumer groups, underscoring the divisive nature of ESG issues.

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https://doi.org/https://doi.org/10.1111/1475-679x.70034

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@article{svenja2026,
  title        = {{Do Consumers Vote with Their Feet in Response to Negative ESG News? Evidence from Foot Traffic to Retail Locations}},
  author       = {Svenja Dube et al.},
  journal      = {Journal of Accounting Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1111/1475-679x.70034},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.