Research On The Impact Of International Consumer Product Recalls On Export Trade

In recent years,the contradiction between product producers’ pursuit of rapid R&D and cost control,the complexity and diversification of supply chain systems,and the inconsistency of global product technical safety standards have led to an increase in defective products,resulting in frequent product injury crises at home and abroad,and product recalls as an important means to deal with product injury crises have received widespread attention from the society.As a major producer and exporter of consumer goods in the world,it is not uncommon for China to export consumer goods that are notified by the regulatory authorities of the importing country due to quality safety issues or do not meet the regulatory standards of the importing country,and encounter cross-international consumer product recalls.International consumer goods recall announcement,as the product exporting country fails to provide consumers in the importing country with proof of safe and reliable products,once the negative information is released,it will often trigger the distrust of consumers in the importing country about the quality of the product in the exporting country,prompting consumers in the importing country to search for more clues from the product recall announcement and the bilateral trade environment,so as to form a more complete risk perception and judgment of the exporting country’s products,and then express it through subsequent consumer behaviors,such as reducing repeated purchases or switching to other categories of products.This in turn shapes the trade response of importing countries to exporting countries after product recalls at the macro level(marginal of intensification and margins of expansion).Therefore,studying the impact mechanism of international consumer goods recalls on the binary margin of export trade from the macro level is of great significance for exploring the behavioral response of consumers in importing countries under the scenario of international consumer goods recall crisis,how exporting countries can respond to cross-international product recall crises,and reduce the negative impact on export trade.Taking the EU consumer product recall announcements from 2017 to 2019 as a research sample,this study extracts the internal clues of the recall announcement:recall intensity(stability clue)and recall effort(controllability clue)according to the threedimensional attribution theory,excavates the external clue environment of recall information according to the signal theory and clue theory,and explores the internal and external clues of the recall announcement and how the environment affects the binary margin of export trade based on the theory of consumer response.The results show that an increase in recall intensity has a negative impact on the export intensification margin of exporting countries.The higher the recall effort,the more favorable it is to the marginal increase in export expansion of exporting countries;The stricter the recall environment,the more detrimental it is to the growth of export intensification margins and expansion margins in exporting countries;Recall efforts can mitigate the negative impact of recall intensity on the intensification margin;A strict recall regulatory environment will weaken the positive impact of recall efforts on the expansion margin and enhance the negative impact of recall intensity on the intensification margin.This study innovatively focuses on the binary marginal response of exports in exporting countries caused by the change of purchasing behavior of consumers in importing countries after the recall of consumer goods in the field of international trade,discusses the impact of consumer product recalls on the export trade of exporting countries by empirical methods,and improves the application of information framework theory,responsibility attribution theory,lead utilization theory,signal transmission theory,and consumer response theory in the field of product recall,which has certain theoretical significance.At the same time,this study also puts forward product supervision countermeasures in exporting countries with emphasis on standards,technology,quality,daily life and personnel as the core,which provides new insights for exporting countries to avoid the risk of product recall and reduce export trade losses.