The bright side of consumer complaints: how do enterprises respond to consumer complaints?

Using unique data from the Black Cat Complaints Platform (2018–2023), this study examines how firms respond to consumer complaints. The results show that firms significantly improve their ESG performance following complaints. Mechanism analysis reveals that this response is strategic: firms become more cautious about environmental violations, increase charitable donations, and enhance information transparency, consistent with crisis management theory. Further analysis shows that improved ESG performance effectively mitigates consumer trust crises and alleviates the negative impact of complaints on revenue growth. Moreover, consumer complaints reduce corporate greenwashing, suggesting that the resulting ESG improvement is not merely a strategic reaction. This study deepens understanding of the positive role of consumer complaints and non-profit platforms in emerging markets.