Socially responsible consumers and stockpiling during crises: the intersection of personal norms and fear

Abstract

Purpose Urging people to avoid stockpiling was a common declaration made by governments during the COVID-19 pandemic outbreak, yet empty supermarket shelves and supply shortages of basic products were observed worldwide. This study aims to (a) identify the factors that activate consumer personal norms towards socially responsible behaviours, specifically resisting stockpiling, and (b) examine how fear moderates the link between personal norms and consumer engagement in stockpiling during public crises. Design/methodology/approach The study recruited a sample of US consumers who were responsible for household grocery shopping during the COVID-19 pandemic. A total of 593 individuals participated in the study, and the collected data were analysed using structural equation modelling. Findings The results show that awareness of the negative consequences of stockpiling and a sense of personal responsibility for those consequences activate personal norms towards responsible shopping during public crises. However, perceived fear has the opposite effect, encouraging stockpiling. In addition, fear weakens the negative relationship between personal norms and stockpiling. Originality/value This study extends the norm activation model and indicates that personal norms may not always promote responsible behaviours when fear is high. It is unique in that it sheds light on non-mainstream responsible consumption behaviours (e.g. resisting stockpiling), and the interaction between consumption and social responsibility.

Did disruptive events affect the purchase of private label food products?

“…Similarly, Boyle et al (2022) examine consumer grocery purchasing behaviour during the pandemic to discover changes in sale patterns, revealing that consumers engaged in stockpiling with increased awareness of health and well-being. Instead, Elhoushy and Ribeiro (2023) explore the factors that encourage socially responsible behaviours, particularly resisting stockpiling, and how fear moderates the link between personal norms and consumer engagement in stockpiling during crises. Alaimo et al (2020) analysed the level of satisfaction with the online food shopping experience in Italy during the COVID-19 pandemic, disclosing that the intention to purchase groceries online is linked to the need for social distancing and to avoid the long and dangerous queues at supermarkets.…”

“…(2022) examine consumer grocery purchasing behaviour during the pandemic to discover changes in sale patterns, revealing that consumers engaged in stockpiling with increased awareness of health and well-being. Instead, Elhoushy and Ribeiro (2023) explore the factors that encourage socially responsible behaviours, particularly resisting stockpiling, and how fear moderates the link between personal norms and consumer engagement in stockpiling during crises. Alaimo et al .…”