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Considering mental health in organizations is crucial for several reasons, as it directly impacts the well-being and productivity of employees. This paper aims to delve into the role of the human resource (HR) department (HRD) in promoting mental health and mitigating associated organizational risks within emerging markets, with a specific focus on organizations in Jordan.

Using a qualitative research approach, 21 semistructured interviews were conducted with employees from diverse organizations and industries in Jordan.

The study’s findings illuminate a constrained role of HRD in supporting employees’ mental well-being, attributable to several factors: (i) a perceptual gap between the actual and desired roles of HRD in fostering mental health according to employees; (ii) institutional factors dictating initiatives for mental health support at work; and (iii) societal and cultural norms shaping attitudes toward mental health, both pre- and post-COVID-19.

This study contributes to the ongoing discourse on the intersection of HR practices and mental health support in the workplace in emerging markets, providing valuable insights for both academic and practical considerations. As organizations navigate the evolving landscape of employee well-being, this study’s findings offer a foundation for future research and the development of evidence-based strategies to enhance mental health support within organizational contexts and mitigate organizational risks.

This study illuminates the current landscape of human resources management development in fostering mental health at work in Jordan, serving as a foundation for future research agendas in the country and potentially the wider region.

The purpose of this research is to explore the influence of the pandemic on manoeuvring consumption decisions towards goods and encouraging the trial of local food goods in a developing country, Jordan; primarily by taking an internal look into country image from a local perspective. Given the lack of studies analysing the impact of crises on consumption decisions, this research highlights the hidden benefits of the pandemic in shifting the perceptions of local food goods among Jordanian consumers.

This study adopts an exploratory approach to obtain rich, descriptive data to aid in the understanding of the shift in country image perceptions after the COVID-19 crisis and associated influences on purchase intentions. Using a qualitative open-ended approach eliminates the boundaries of closed-end methods of experimental research. Due to the nature of the phenomena being explored in this research, this study adopts the approach of responsive interviews with 26 participants.

Findings indicate that participants’ perceptions of country image and local goods and their consumption changed responding to COVID-19 for different reasons, creating new norms and perceptions of country image and local food goods. The findings precisely indicate a shift from negative to positive perceptions of country image and local food goods due to the pandemic. Results reveal that there are inconspicuous benefits associated with the role of the pandemic in shifting perceptions of country image and local food goods in Jordan.

Consumers’ perceptions and consumption decisions continue reciprocally to respond to and reflect on the COVID-19 crisis. Adjusting to the new normal is now the focus of research to understand the variance in consumption decisions across the world, including in emerging markets such as Jordan. Results also extend research on cue theory, as crisis seems to have a moderating role in the extent of influence cue theory has on perceptions of goods.

Assisting local brands in improving their marketing strategies, by identifying the barriers that hinder the “desire to try” phase among Jordanian consumers.

To the best of the authors’ knowledge, this study is unique and first of its kind, as it investigates perceptions of Jordanian consumers of their country’s image and whether the perceptual change in their country image would also stimulate a shift of perceptions in local food goods concerning the COVID-19 crisis. The results provide new insights into understanding consumer behaviour and preferences in crises; and the inconspicuous benefits that a crisis may have on local goods.