Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation
Purpose – The COVID-19 pandemic changed people’s patterns of work and consumption substantially. This paper examines how cultural orientations and personality traits relate to adjustments in consumer behavior during COVID-19. Specifically, it considers whether individualism/collectivism, neuroticism...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2022-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/416141 |
| _version_ | 1797206621091266560 |
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| author | Dora Gaćeša Ružica Brečić Matthew Gorton |
| author_facet | Dora Gaćeša Ružica Brečić Matthew Gorton |
| author_sort | Dora Gaćeša |
| collection | DOAJ |
| description | Purpose – The COVID-19 pandemic changed people’s patterns of work and consumption substantially. This paper examines how cultural orientations and personality traits relate to adjustments in consumer behavior during COVID-19. Specifically, it considers whether individualism/collectivism, neuroticism, and collective self-esteem can help explain local food buying and stockpiling behavior.
Design/Methodology/Approach – A total of 187 consumers participated in this research, with data collection taking place during the first COVID-19 lockdown in Croatia from March to May 2020.
Findings and implications – Consumers with higher horizontal collectivism engaged in local food buying more than those with lower horizontal collectivism. Horizontal collectivism and, to a lesser extent, neuroticism predicted stockpiling behavior. Collective self-esteem moderated the relationship between horizontal collectivism and stockpiling, and between neuroticism and local food buying. Fostering a sense of collective identity and emphasizing collectivist values may be a fruitful marketing strategy as a response to marketplace disruptions during a crisis.
Limitations – The study draws on a convenience sample of students and their household members, thereby limiting the generalizability of the study.
Originality – This paper uncovers the ways in which socio-cultural and personality-related psychological constructs relate to local food buying and stockpiling behavior while also highlighting the importance of cultural orientation for explaining consumer behavior during a major crisis. |
| first_indexed | 2024-04-24T09:09:55Z |
| format | Article |
| id | doaj.art-e7335a9757a6492c8acd3f89fc90ada4 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:09:55Z |
| publishDate | 2022-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-e7335a9757a6492c8acd3f89fc90ada42024-04-15T18:07:50ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832022-01-0134217519010.22598/mt/2022.34.2.175Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist OrientationDora Gaćeša0Ružica Brečić1Matthew Gorton2University of Zagreb, Faculty of Economics & BusinessUniversity of Zagreb, Faculty of Economics & BusinessNewcastle University, Newcastle University Business SchoolPurpose – The COVID-19 pandemic changed people’s patterns of work and consumption substantially. This paper examines how cultural orientations and personality traits relate to adjustments in consumer behavior during COVID-19. Specifically, it considers whether individualism/collectivism, neuroticism, and collective self-esteem can help explain local food buying and stockpiling behavior. Design/Methodology/Approach – A total of 187 consumers participated in this research, with data collection taking place during the first COVID-19 lockdown in Croatia from March to May 2020. Findings and implications – Consumers with higher horizontal collectivism engaged in local food buying more than those with lower horizontal collectivism. Horizontal collectivism and, to a lesser extent, neuroticism predicted stockpiling behavior. Collective self-esteem moderated the relationship between horizontal collectivism and stockpiling, and between neuroticism and local food buying. Fostering a sense of collective identity and emphasizing collectivist values may be a fruitful marketing strategy as a response to marketplace disruptions during a crisis. Limitations – The study draws on a convenience sample of students and their household members, thereby limiting the generalizability of the study. Originality – This paper uncovers the ways in which socio-cultural and personality-related psychological constructs relate to local food buying and stockpiling behavior while also highlighting the importance of cultural orientation for explaining consumer behavior during a major crisis.https://hrcak.srce.hr/file/416141collectivismneuroticismstockpilinglocal food buyingCOVID-19 |
| spellingShingle | Dora Gaćeša Ružica Brečić Matthew Gorton Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation Tržište collectivism neuroticism stockpiling local food buying COVID-19 |
| title | Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation |
| title_full | Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation |
| title_fullStr | Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation |
| title_full_unstemmed | Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation |
| title_short | Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation |
| title_sort | consumer behavior during the covid 19 pandemic the importance of collectivist orientation |
| topic | collectivism neuroticism stockpiling local food buying COVID-19 |
| url | https://hrcak.srce.hr/file/416141 |
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