Will Public Health Emergencies Affect Compensatory Consumption Behavior? Evidence from Emotional Eating Perspective

Abstract

This research examines the correlation between the COVID-19 pandemic and the desire to engage in compensatory consuming behaviors, specifically emphasizing emotional eating as a psychological coping strategy, particularly with respect to snacks and sweets. Conducting sentiment analysis by using a Natural Language Processing (NLP) method on posts from Sina Weibo, a leading Chinese social media platform, the research identifies three distinct phases of consumer behavior during the pandemic: anxiety, escapism, and compensatory periods. These stages are marked by varying degrees of emotional eating tendencies, illustrating a psychological trajectory from initial shock to seeking comfort through food as a means of regaining a sense of normalcy and control. The analysis reveals a notable increase in posts expressing a desire for compensatory consumption of snacks and sweets in 2020 compared to 2019, indicating a significant shift towards emotional eating amid the pandemic. This shift reflects the broader psychological impacts of the crisis, offering insights into consumer behavior and the role of digital platforms in capturing public sentiment during global crises. The findings have implications for policymakers, health professionals, and the food industry, suggesting the need for strategies to address the psychological and behavioral effects of natural disasters.