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Social norm compliance and involvement with Covid-19: Demographic differences in developing and developed countries

Author

Listed:
  • Roger Mason

    (Professor, Department of Marketing and Retail Management, Durban University of Technology, South Africa)

  • Karen M. Corbishley

    (Senior Lecturer, Department of Marketing and Retail Management, Durban University of Technology, Durban, South Africa)

  • Thomas Dobbelstein

    (Professor, Baden-Württemberg Cooperative State University, Ravensburg, Germany, and Department of Marketing and Retail Management, Durban University of Technology, South Africa. Birkenweiler 4, 88699, Frickingen, Germany)

Abstract

Consumer decisions are influenced by various variables, including compliance with society’s social norms and by involvement by consumers with the issue under consideration. Both variables have influenced consumers’ actions during previous pandemics. Therefore, this study investigated involvement with the Covid-19 pandemic, together with social norm compliance (SNC), their mutual influence, and how demographic characteristics and country of residence influenced these three issues. The methodology involved a quantitative descriptive cross-sectional survey, with a quota sample of 1096 responses, based on age, gender, education, habitation, and income. The research was conducted with populations representing the consumers who patronize major retailers in a developed country (Germany) and a developing one (South Africa). Data was collected via questionnaires e-mailed to commercial consumer panels covering both countries. The findings showed that involvement is influenced by gender, age, education, habitation, and country of residence, but that SNC is not influenced by demographics but does differ according to country. Further findings were that involvement with Covid-19 strongly influences SNC and, similarly, SNC also strongly influences involvement with Covid-19. Furthermore demographics, excluding habitation, also influence these variables. However, the relationship between the involvement and SNC variables does not differ between the two countries. This study has provided a better understanding of consumers’ involvement with Covid-19 and SNC as components of consumer behavior, which is important since, during the Covid-19 pandemic, retailers have been instrumental in implementing health protocols. Therefore, understanding the relationship between involvement with Covid-19 and SNC, and how they are influenced by consumer demographics, is important. Key Words:Covid-19; pandemic; demographics; involvement; social norms; consumer decisions; social norm compliance

Suggested Citation

  • Roger Mason & Karen M. Corbishley & Thomas Dobbelstein, 2022. "Social norm compliance and involvement with Covid-19: Demographic differences in developing and developed countries," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 406-422, July.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:5:p:406-422
    DOI: 10.20525/ijrbs.v11i5.1861
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    References listed on IDEAS

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    1. Omar, Nor Asiah & Nazri, Muhamad Azrin & Ali, Mohd Helmi & Alam, Syed Shah, 2021. "The panic buying behavior of consumers during the COVID-19 pandemic: Examining the influences of uncertainty, perceptions of severity, perceptions of scarcity, and anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    3. Anetta Caplanova & Rudolf Sivak & Estera Szakadatova, 2021. "Institutional Trust and Compliance with Measures to Fight COVID-19," International Advances in Economic Research, Springer;International Atlantic Economic Society, vol. 27(1), pages 47-60, February.
    4. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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