Corporate social irresponsibility (CSI) seriously damages the rights and interests of stakeholders, particularly consumers. This study analyzes the consumer response to food performance irresponsibility and food corporate ethics irresponsibility by moral emotions. A situational simulation experiment was conducted with the following results: (1) Food performance irresponsibility has the greatest impact on consumer boycotts, while corporate ethics irresponsibility more often leads to consumers' negative word of mouth (NWOM). (2) Moral emotions play a strong mediating role between CSI and consumers' NWOM and boycott behavior. (3) Gender significantly moderates the propagation path from moral emotions to NWOM, and female consumers react more strongly to food performance irresponsibility. In conclusion, the paper offers empirical evidence of the effect food corporate social irresponsibility has on consumers' different responses. Furthermore, it can help food enterprises to identify different CSI types and develop corresponding governance strategies.
Keywords: boycott; company ethics irresponsibility; food performance irresponsibility; gender; moral emotion; negative word of mouth.