“Buy local” campaigns in times of crisis: insights from reactance theory
Michela Matarazzo,
Adamantios Diamantopoulos,
Andreas Raff
Abstract:PurposeReactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19 pandemic as an illustrative context.Design/methodology/approachA conceptual model is developed, aimed at revealing the extent to which “buy local” campaigns – explicitly justified by the need to fight an economic crisis – are likely to lead to (a) compliance (i.e. support for local products/retailers) or (b) freedom restoration… Show more
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