Consumers' (ir)responsible shopping during emergencies: drivers and concerns

Abstract

Purpose

During emergencies and times of widespread social fear, such as wars and epidemics, society witnesses many instances of consumer misbehaviour (e.g. panic buying). Therefore, this study aims to understand what drives consumers to enact socially irresponsible while shopping during emergencies.

Design/methodology/approach

This study employs a quantitative approach with 400 responses from consumers who shopped during the pandemic.

Findings

Results show a positive relationship between consumers' awareness of the negative social consequences of shopping misbehaviour and their ascription of responsibility, which is positively moderated by death-by-emergency-related anxiety. Ascription of responsibility, in turn, has a positive impact on socially responsible behaviour.

Originality/value

This research is the first to examine new applications of norm activation theory in retailing. Furthermore, this research is the first to extend the theory by examining psychological factors that may regulate socially irresponsible behaviour. The research demonstrates the significant role of anxiety and attachment in facilitating the impact of awareness of negative consequences and aspirations of responsibility in the retailing during emergencies.

Citation

Scarpi, D., Pantano, E. and Marikyan, D. (2023), "Consumers' (ir)responsible shopping during emergencies: drivers and concerns", International Journal of Retail & Distribution Management, Vol. 51 No. 6, pp. 791-806. https://doi.org/10.1108/IJRDM-08-2022-0300