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Did the COVID-19 Pandemic Make Consumers Shop Alone? The Role of Emotions and Interdependent Self-Construal

Author

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  • Wojciech Trzebiński

    (SGH Warsaw School of Economics, Collegium of Management and Finance, 02-554 Warszawa, Poland)

  • Radosław Baran

    (SGH Warsaw School of Economics, Collegium of Management and Finance, 02-554 Warszawa, Poland)

  • Beata Marciniak

    (SGH Warsaw School of Economics, Collegium of Management and Finance, 02-554 Warszawa, Poland)

Abstract

The paper aims to assess the impact of the COVID-19 pandemic and possible future global epidemic events on shopping behavioral patterns. Specifically, the paper investigates consumer pandemic-related isolation behavior (which manifests itself via preference for shopping without leaving home, and avoiding contact with other people while shopping offline) as a consequence of consumer interdependent self-construal, with the mediating role of consumer pandemic-related emotions of disgust, fear for oneself, fear for others, and sadness. The results of two surveys conducted in different stages of the COVID-19 pandemic in Poland (October 2020, and January 2021, respectively) suggest two opposing indirect effects of interdependent self-construal on isolation behavior: a positive effect through disgust, and a negative effect through sadness. Additionally, a positive indirect effect through fear was visible in the second study. Moreover, two dimensions of interdependent self-construal (i.e., vertical and horizontal) are demonstrated to have opposing effects (a positive effect and a negative one, respectively) on pandemic-related disgust, and in turn on isolation behavior. The above results indicate that, in the context of the pandemic, consumer self-construal influences pandemic-related emotions, and in turn consumers’ tendency to isolate themselves. Implications for marketers and society were discussed from the perspective of economic and sustainability goals.

Suggested Citation

  • Wojciech Trzebiński & Radosław Baran & Beata Marciniak, 2021. "Did the COVID-19 Pandemic Make Consumers Shop Alone? The Role of Emotions and Interdependent Self-Construal," Sustainability, MDPI, vol. 13(11), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:6361-:d:568410
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    2. Katarina Valaskova & Pavol Durana & Peter Adamko, 2021. "Changes in Consumers’ Purchase Patterns as a Consequence of the COVID-19 Pandemic," Mathematics, MDPI, vol. 9(15), pages 1-17, July.
    3. Ying Ma & Xiaodong Guo & Weihuan Su & Yongxiang Feng & Fang Han, 2022. "Dual-Path Effect of Mortality Salience Induced by COVID-19 on Food Safety Behavior in China," IJERPH, MDPI, vol. 19(10), pages 1-15, May.
    4. Wang, Jiawei, 2023. "The relationship between loneliness and consumer shopping channel choice: Evidence from China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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