Why consumers behaved impulsively during COVID-19 pandemic?

• Published in: South Asian Journal of Marketing
• Main Authors: Mohammad Anas, Mohammed Naved Khan, Obaidur Rahman, S. M. Fatah Uddin
• Format: Article
• Language: English
• Published: Emerald Publishing 2022-06-01
• Subjects: consumer buying behavior; impulse buying; fear; covid-19; pandemic
• Online Access: https://www.emerald.com/insight/content/doi/10.1108/SAJM-03-2021-0040/full/pdf?title=why-consumers-behaved-impulsively-during-covid-19-pandemic
• ISSN: 2719-2377; 2738-2486

Purpose – During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the availability of various items in the stores. This study aims to explore the factors affecting the impulse buying behavior of consumers during a pandemic like COVID-19 in India. Design/methodology/approach – Using an online questionnaire, 304 Indian consumers were surveyed using a convenience sampling technique. Proposed hypotheses and model were analyzed using structural equation modeling. Findings – The study confirmed that fear and resource availability are the most significant factors affecting consumer’s impulse buying behavior during a pandemic. The findings suggest that retailers can minimize the consumer’s fear and manage impulse buying to their advantage by providing better resources to their patrons while they shop. Originality/value – During the ongoing COVID-19 pandemic, in the context of businesses, it is being observed that the purchase preferences of consumers have become chaotic and significant swings are visible in their shopping behavior. Thus, the study is an attempt to shed light on the factors that affect consumer impulse buying behavior in such disruptive settings.