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The Positive Effects of Unneeded Consumption Behaviour on Consumers during the COVID-19 Pandemic

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  • Jianjia He

    (Business School, University of Shanghai for Science and Technology, Shanghai 200093, China
    Super Network Research Center, University of Shanghai for Science and Technology, Shanghai 200093, China)

  • Shengmin Liu

    (Business School, University of Shanghai for Science and Technology, Shanghai 200093, China
    Super Network Research Center, University of Shanghai for Science and Technology, Shanghai 200093, China)

  • Tingting Li

    (Business School, University of Shanghai for Science and Technology, Shanghai 200093, China)

  • Thi Hoai Thuong Mai

    (Business School, University of Shanghai for Science and Technology, Shanghai 200093, China)

Abstract

The COVID-19 pandemic has become an important global contagion that requires workers to implement necessary behaviours to cope. Based on the conservation of resources theory, the present studies explore the effects of unneeded consumption behaviour on consumers’ recovery level and work engagement and the moderated mediating process of such relationships. Using a purchasing experiment, study 1 examined the positive effect of unneeded consumption behaviour on recovery among 100 MBA students. Using the experience sampling method, the data in study 2 were collected from 115 consumers (employees) using ten iterations of 2-day continual questionnaires (Sunday and the following Monday) during the COVID-19 pandemic. The results from multilevel structural equation modelling indicate that unneeded consumption behaviour positively impacts work engagement in a moderated mediating mode. Consumer indulgence positively moderates the mediating effect of recovery level on the relationship between indulgent consumption behaviour and work engagement, while perceived consumer effectiveness negatively moderates the mediating effect of recovery level. This paper also identifies the value of transformation from consumption to work during the COVID-19 pandemic.

Suggested Citation

  • Jianjia He & Shengmin Liu & Tingting Li & Thi Hoai Thuong Mai, 2021. "The Positive Effects of Unneeded Consumption Behaviour on Consumers during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(12), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:12:p:6404-:d:574299
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    References listed on IDEAS

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    Cited by:

    1. Berislav Andrlić & Kankanamge Gayan Priyashantha & Adambarage Chamaru De Alwis, 2023. "Employee Engagement Management in the COVID-19 Pandemic: A Systematic Literature Review," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    2. Yanfei Pan & Marian Rizov, 2022. "Consumer Behaviour in Sourcing Meals during COVID-19: Implications for Business and Marketing," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
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    4. Chih-Ching Yu & Ching Lu, 2023. "Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci," Sustainability, MDPI, vol. 15(23), pages 1-18, November.

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