Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador

Abstract

This article explores the critical factors of consumption in Mexico, Ecuador, and Colombia, due to confinement and social distancing. Besides, which are the factors that influence the purchase decision. In the proposed model, we tested from quantitative research with a sample of 2,065 online consumers. We analyzed the following statistics: CFA, structural equations, invariance of measurement instruments, and multi-group analysis with the Smart Pls 3 and EQS 6.3 software. The study reveals that time, space, and place in the consumption process is more visible in the purchasing behavior with social distancing, healthy distance, and the commercial restriction caused by the health contingency. In addition to being a health and humanitarian crisis, the pandemic has severe economic consequences worldwide as 1) the increase in unemployment rates, 2) collapsed health systems, 3) education models overwhelmed by technology, 4) supply chains interrupted by the closure of borders, 5) international and domestic tourism suspended due to a lack of sanitary protocols,6) social coexistence curtailed by significantly increased infections and 7) a decreasing demand by consumers for the closure of companies. Despite being Latin American countries, cultural differences were not the priority of consumption in the crisis period due to Covid-19. They significantly change purchasing behaviors, and all have adapted to online and home delivery purchases by the social factor, local consumption, and consumers' attitude. The article presents several considerations on the main factors of consumption in Covid-19 in collectivist countries (North American and South America) such as Mexico, Colombia, and Ecuador and finds no substantial differences with consumers. There are practical implications for companies to adopt online channels and to create sales strategies in the face of the endemic pandemic.

The Effects of COVID-19 on Beef Consumer Preferences and Beliefs in Colombia: A Logit Model Approach

“…Carolan (2021) carried out a study on the ethical consumption of food and on activism and how changes in consumer behavior can be identified within the framework of the pandemic. Larios-Gómez et al (2021) show results for Mexico, Colombia and Ecuador, posing changes in consumer behavior, identifying differences between the countries, and emphasizing the inclusion of technology and the analysis of temporary behaviors such as hoarding, among others.…”

“…Consumption decisions are generally related to numerous aspects, such as economic capacity, taste and purchase expectations, and COVID-19 added to this the fear of contagion through food. Gómez-Corona et al (2021) described the effects of fear in consumption decisions through case studies in Mexico, Peru and Spain, and show the prevalence of fear of food shortages in relation to food safety, and the fear of infections in relation to the interaction with food, leading to technological changes in the purchase of food products (Burkart et al, 2020;Larios-Gómez et al, 2021), since consumers, in the context of the pandemic, do not seem to follow a cultural behavior, but rather adapt their preferences to the context, adopting other forms of consumption such as online food purchase. There is also a change in the use of food services, such as restaurants, resulting from COVID-19 measures, such as social distancing and temporary closures (Burkart et al, 2020), which imply a change in the food consumed by households and increases food preparation at home (FAO and ECLAC, 2020).…”

Analysis of COVID-19 Outbreak in Ecuador Using the Logistic Model

“…As observed, March and April 2020 were the most critical months in Ecuador, mainly, the maximum values of the coefficient are observed in the third week (Figure 9a). In the remaining months (from May 2020 to February 2021), a variability of the coefficient is also appreciated (Figure 9b) which can be attributed to the variable number of examined people per day or social behavior [35]. Nevertheless, its values are not as high as in the first months because the population adopted for personal care, such as face masks, sanitizers, social distancing, and limited intercity mobility.…”

Literasi Ekonomi dan Pola Perilaku Konsumsi Masyarakat Kelas Menengah ke Bawah di Era Adaptasi Kebiasaan Baru

“…04 No. 02, 2021 dasar manfaat dan kegunaannya di era adaptasi kebiasaan baru; (3) memilih produk yang memberikan daya guna maksimal di era adaptasi kebiasaan baru; dan (4) menyesuaikan pembelian barang atau jasa sesuai pendapatan atau anggaran yang dimiliki di era adaptasi kebiasaan baru (Mehta et al, 2020;Verma & Naveen, 2021;Larios-Gómez et al, 2021). Variabel, indikator, dan skala pengukuran terdapat pada Tabel 1.…”

“…Pada kajian ini pola perilaku konsumsi dilihat berdasarkan indikator, yaitu: (1) menentukan skala prioritas dalam melakukan kegiatan konsumsi di era adaptasi kebiasaan baru; (2) pembelian barang dan atau jasa melihat dasar manfaat dan kegunaannya di era adaptasi kebiasaan baru; (3) memilih produk yang memberikan daya guna maksimal di era adaptasi kebiasaan baru; dan (4) menyesuaikan pembelian barang dan atau jasa sesuai pendapatan atau anggaran yang dimiliki di era adaptasi kebiasaan baru (Mehta et al, 2020;Verma & Naveen, 2021;Larios-Gómez et al, 2021).…”