Leave some for me! The role of marketing in influencing responsible consumption during times of crisis

Abstract

This conceptual paper discusses the role of marketing in advancing socially responsible consumption during times of crisis. We argue that socially responsible consumption must be expanded from its current focus on preserving the environment to include consumers' responsibility to preserve the health and well-being of other consumers, especially during crises. Therefore, we build on the socially responsible consumption literature and introduce the concept of consumercentric socially responsible consumption (CCSRC). Further, we integrate the social contract theory, contagion theory, and tragedy of the commons literature to create a conceptual framework that illustrates how firms can employ different social contracts in response to changing crowd dynamics. Specifically, this article discusses how marketing can employ social contracts to reinforce a consumer-centric notion of socially responsible consumption that relates to the acquisition of goods during crises and its impact on overall consumer wellbeing. Theoretical and practical implications are offered.

Crisis‐induced behavior: From fear and frugality to the familiar

“…Fear was a typical response in the pandemic's early stage, which corresponded to a time of uncertainty and lack of knowledge about the potential impact of the pandemic. An analysis of the data shows that fear prompted shoppers to act in a self‐interested manner until a shared resource was depleted (Anderson & Anderson, 2020). Consumers' state of panic in this regard, led to excessive buying (i.e., hoarding), akin to purchase behavior in prior crises (Goodwin et al., 2011).…”

“…Whereas retailers should not expend resources on the former consumer segment post‐pandemic as they have returned to prior familiar states, they should recognize the sales potential that exists in the latter. Thus, firms should identify such consumers and help them embrace their new lifestyle by appealing to their needs with product (e.g., store brands and green), price (e.g., buy‐one‐get‐one), promotional (e.g., coupons and buy‐one‐give‐one), and place (e.g., buy local) strategies that reinforce consumer behaviors such as vigilance, self‐sufficiency, and individual social responsibility (Anderson & Anderson, 2020).…”

“…Current pandemic research, particularly in marketing, focuses on a specific set of self‐protective responses, including panic buying/hoarding (Anderson & Anderson, 2020; Billore & Anisimova, 2021; Hall et al., 2021; Islam et al., 2021; Laato, Islam, Farooq, et al., 2020; Prentice et al., 2020; Prentice et al., 2021). Many of these studies have identified that panic buying/hoarding behaviors are prevalent during early stages of the pandemic.…”

“…Fear, in general, changes consumer behavior (Goodwin et al., 2011). The higher the perceived threat to personal well‐being, the stronger the self‐protective behavioral response (Anderson & Anderson, 2020; Goodwin et al., 2011; Rubin et al., 2009; Seale et al., 2009). Research is beginning to explore how these factors manifest beyond health responses but has yet to explore how the two may connect.…”

“…Existing pandemic research primarily focuses on panic buying/hoarding behaviors (Hall et al., 2021; Islam et al., 2021; Laato, Islam, Farooq, et al., 2020; Prentice et al., 2020; Prentice et al., 2021); yet, despite a recent systematic review of existing academic panic buying research, much is yet unknown related to why consumers act in this way (Billore & Anisimova, 2021). More nascent research streams are beginning to explore consumers' self‐protective health behaviors such as cleanliness and social distancing (Bove & Benoit, 2020; Vally, 2020), consumers' food safety concerns and how these intersect with disposal and waste perceptions and intentions (Kitz et al., 2021), and the influence of crowd dynamics on consumers' responses (Anderson & Anderson, 2020). Alternatively, financial crisis research explores consumers' spending habits, focused almost exclusively on frugality during crises (Sarmento et al., 2019).…”