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Influence of the Emotion of Fear on Patterns of Consumer Behavior toward Dietary Supplements during the COVID-19 Pandemic

Author

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  • Dijana Vuković

    (Business Economics Department, University North, Trg dr. Žarka Dolinara 1, 42000 Varazdin, Croatia)

  • Boris Jurič

    (Department of Tourism and Sports Management, Polytechnic of Međimurje in Čakovec, Bana Josipa Jelačića 22a, 40000 Čakovec, Croatia)

  • Iva Krnjak

    (Marketing and Communications Department, Zagreb School of Business, Ulica grada Vukovara 68, 10000 Zagreb, Croatia)

Abstract

The focus of this paper is placed on the role of emotions in consumer behavior, specifically in the process of purchasing dietary supplements during the COVID-19 pandemic. The theoretical part is based on current knowledge from relevant Croatian and foreign scientific and professional literature on dietary supplements, the COVID-19 pandemic, consumer behavior, decision-making and the impact of emotions on it, while the empirical research portion of this paper details the attitudes of consumers who buy food supplements, the role and importance of different emotions that have a greater or a lesser impact on the purchase of food supplements, with special reference to the timing of the COVID-19 pandemic, and the factors that make consumers decide to purchase food supplements. This research was conducted in the form of a survey that included 257 respondents who were actual users of dietary supplements. It showed that the main drive for buying dietary supplements during the COVID-19 pandemic is the emotion of fear, as the consumers perceived this new disease as a threat to their health and life.

Suggested Citation

  • Dijana Vuković & Boris Jurič & Iva Krnjak, 2022. "Influence of the Emotion of Fear on Patterns of Consumer Behavior toward Dietary Supplements during the COVID-19 Pandemic," JRFM, MDPI, vol. 15(6), pages 1-24, June.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:6:p:257-:d:834211
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    References listed on IDEAS

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    1. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    2. Olney, Thomas J & Holbrook, Morris B & Batra, Rajeev, 1991. "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 440-453, March.
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    1. Yating Chen & Luqi Li & Zhiji Tan & Chengcheng Ma & Binyan Wang & Qing Guo & Li Li, 2022. "Effects of Social Support and Loneliness on the Irrational Consumption Tendencies of Healthcare Products among the Elderly: A Structural Equation Model," IJERPH, MDPI, vol. 19(21), pages 1-13, November.

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