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

Abstract

PurposeDuring 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/approachThis study employs a quantitative approach with 400 responses from consumers who shopped during the pandemic.FindingsResults 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/valueThis 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.

From personal to corporate social responsibility: (de)individuation in luxury retailing

“…According to the VBN theory, as values generate beliefs, individuals develop an awareness of the consequences of threats, fostering a sense of responsibility to avert those consequences (Mamun et al, 2022). This is the belief that one is responsible for one's actions and the consequences (Scarpi et al, 2023). Thus, the present study explores how personal values shape individuals' sense of PSR-their beliefs in their own responsibility to society and the environment (Davis et al, 2017).…”

“…, 2022). This is the belief that one is responsible for one’s actions and the consequences (Scarpi et al. , 2023).…”