Understanding Consumers’ Response to Controversial Investments: The reactions and subsequent implications in the empirical case of Oatly’s consumers
Globalisation has expanded investors’ financial reach and while most investments occur without much attention, some lead to disagreements and divergent responses from consumers. Therefore, this paper aims at providing a comprehensive picture of consumers’ responses following investments that become a matter of controversy. This research problem was addressed through the case of Oatly’s consumers’
