Understanding Consumer Stockpiling during the COVID-19 Outbreak through the Theory of Planned Behavior

Predictors of stockpiling behavior during the COVID-19 pandemic in Germany

Aim

With the COVID-19 pandemic, we witnessed an increase in purchases of certain products, such as toilet paper, disinfectants, or groceries. In the present study, we examined the individual and socio-psychological determinants of stockpiling behavior. For this purpose, we defined an explanatory model based on the Health Belief Model (HBM), which includes threat perceptions, barriers and benefits, and self-efficacy beliefs as main predictors of health-related behaviors, and extended the model to include social norms.

Subject and methods

Participants were recruited via social media platforms and data collection was conducted via an online survey. The final sample included 861 German respondents (male = 199, female = 642, mean age = 36.76, SD = 12.38).

Results

Perceived barriers of stockpiling, such as financial constraints or regulations in supermarkets, turned out to be the strongest predictors of stockpiling. Regarding the role of threat perception, the perceived severity of the disease in particular was positively related to stockpiling behavior. Finally, our results suggest a significant impact of social cues, showing that descriptive normative beliefs are associated with stockpiling behavior.

Conclusion

Based on these findings, we propose targeted interventions to a) reduce perceived benefits of stockpiling and severity beliefs related to COVID-19, b) emphasize disadvantages of stockpiling, and c) reduce media exposure of stockpiling behavior to prevent panic buying.

The Impact of Mobility on Shopping Preferences during the COVID-19 Pandemic: The Evidence from the Slovak Republic

The COVID-19 global pandemic has affected normal human behaviour in day-to-day activities. As a result of various restrictions, people have significantly changed their shopping and mobility to limit the spread of the pandemic. This article aims to determine the association between consumers’ shopping preferences and the frequency of selected daily activities during and before the COVID-19 pandemic using correspondence analysis. The total sample consists of 407 respondents from Slovakia. The data are obtained from an online questionnaire divided into several sections such as socio-demographic factors, shopping preferences, and frequency of selected activities per week. The results show that there is an association between consumers’ preference for shopping in supermarkets and the frequency of family visits per week during the pandemic, among other factors. These findings follow up on previous studies on the consequences of changing mobility as a result of the global crisis.

The Impact of Consumer Purchase Behavior Changes on the Business Model Design of Consumer Services Companies Over the Course of COVID-19

The COVID-19 pandemic has had a profound psychological and behavioral impact on people around the world. Consumer purchase behaviors have thus changed greatly, and consumer services companies need to adjust their business models to adapt to this change. From the perspective of consumer psychology, this paper explores the impact of consumer purchase behavior changes over the course of the pandemic on the business model design of consumer services companies using a representative survey of 1,742 individuals. Our results show that changes in consumer purchase behavior have a significant impact on the design of consumer services firms' business models. Specifically, changes in consumers' purchase object, motive, and timeframe are more likely to spark a novelty-centered business model design, whereas changes in purchase method tend to inspire an efficiency-centered one. Our findings provide a theoretical reference for consumer services companies in designing business models when faced with unexpected crises.