Make Yellow Your Favourite Color? An Examination of Entrepreneurial Decision-making in a Changing Political Landscape

The social movement in Hong Kong has permeated different aspects of Hong Kongers’ lives. It represents a unique setting where moderate and radical tactics were both employed by the activists.
mid the violent protests in Hong Kong since June 2019, the “yellow ribbon” movement has branched out into many facets of life in the city, including its economy. We, thus explore the following research questions in the context of YEC, namely 1) whether shop owners (referred to as entrepreneurs hereafter) take a preemptive action to label themselves rather than waiting to be labeled; 2) whether the timing of labeling plays a significant role and 3) what are the antecedents to the decision to be self-labeled and the timing of self-labeling?