Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

Registered in the Media Registrants-Register

Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

Issued 4 times a year (March, June, September, December) since 2010

Business Model: Golden Open Access | APC Policy

Editor-in-Chieff             View Editorial Board

Oleksii Lyulyov

Sumy State University | Ukraine

The Relationship between Consumer Life Orientation and Panic Buying Behaviour in the COVID-19 Pandemic Process

Murat Cakirkaya 1,*,   , Murat Kocyigit 2,
  1. Department of Logistic Management, Faculty of Applied Sciences, Necmettin Erbakan University, Konya, Turkey
  2. Recreation Department, Tourism Faculty, Necmettin Erbakan University Konya, Turkey

     * Corresponding author

Received: 20 October 2023

Revised: 26 February 2024

Accepted: 14 March 2024

Abstract

The impact of COVID-19, which was declared a pandemic in 2020, has greatly decreased. However, although its lethal effect on humans is low, different variants continue to emerge. The purpose of this research was to examine the relationship between consumer life orientation and panic buying behaviour during the COVID-19 pandemic. Additionally, the effect of consumer life orientation on panic buying behaviour through buying impulsivity, temporal focus, and purchasing risk perception variables was also investigated. In this research, a relational research technique was used to examine the relationship between consumer life orientation and panic buying behaviour. The universe of the research consists of consumers who shop in the retail sector. Since it was not possible to reach all of these consumers within the scope of the research, the research was carried out with the convenience sampling method. In this context, using the data of the online study with n=422 participants, the relationships between the variables were tested, and the hypotheses put forward were theoretically tested. In this research, a questionnaire explaining the latent variables of consumer life orientation, buying impulsivity, temporal focus, purchasing risk perception and panic buying behaviour was used. In the analysis of the data, descriptive statistics, confirmatory factor analysis (CFA) and structural equation modelling (SEM) were performed using statistical package programs. In line with the research findings, it has been determined that the consumer life orientation variable has a statistically significant and moderate effect on panic buying behaviour through buying impulsivity and purchasing risk perception variables (p<0.001) during the COVID-19 pandemic. On the other hand, it was determined that consumer life orientation did not have a statistically significant effect on panic buying behaviour through the temporal focus variable (p>0.005). These findings, which show that life orientation affects purchasing impulsivity and panic buying behaviour through purchasing risk perception, show that there is a positive correlation between consumers’ life orientations and purchasing tendencies. In other words, the COVID-19 Pandemic process caused a change in the life orientations of consumers in psychosocial terms; emotions such as stress, anxiety and uncertainty triggered panic buying behaviour. In similar studies to be conducted in this direction, the relationship between consumer decision-making styles and panic buying behaviour can be examined. In addition, research can be conducted on consumer groups other than the retail sector.

Keywords: consumer behaviour; epidemic; lifestyle; marketing; purchasing.

How to Cite: Cakirkaya, M., & Kocyigit, M. (2024). The Relationship between Consumer Life Orientation and Panic Buying Behaviour in the COVID-19 Pandemic Process. Marketing and Management of Innovations, 15(1), 143–159. https://doi.org/10.21272/mmi.2024.1-12

Abstract Views

PDF Downloads

References

  1. Afifah, N., Daud, I., Mulyadina, M., & Rystiawan, M. R. (2021). The effect of COVID-19 outbreak to panic buying behaviour in Indonesıa. Elementary Education Online, 20(4), 1865-1883. [Google Scholar] [CrossRef]
  2. Anić, I. D., Radas, S., & Miller, J. C. (2011). Antecedents of consumers’ time perceptions in a hypermarket retailer. The Service Industries Journal, 31(5), 809–828. [Google Scholar] [CrossRef]
  3. Arbuckle, J. L. (2013). IBM SPSS Amos 22 User’s Guide. Crawfordville, FL: Amos Development Corporation. [Google Scholar]
  4. Arslan, G., Yıldırım, M., Tanhan, A., Bulus, M., & Allen, K. A. (2021). Coronavirus stress, optimism-pessimism, psychological inflexibility, and psychological health: Psychometric properties of the Coronavirus Stress Measure. International Journal of Mental Health and Addiction, 19(6), 2423–2439. [Google Scholar] [CrossRef]
  5. Asimakopoulou, K., Hoorens, V., Speed, E., Coulson, N. S., Antoniszczak, D., Collyer, F., Deschrijver, E., Dubbin, L., Faulks, D., Forsyth, R., Goltsi, V., Harsløf, I., Larsen, K., Manaras, I., Olczak-Kowalczyk, D., Willis, K., Xenou, T., & Scambler, S. (2020). Comparative optimism about infection and recovery from COVID‐19; Implications for adherence with lockdown advice. Health Expectations, 23(6), 1502-1511. [Google Scholar] [CrossRef]
  6. Aydın, G., & Tezer, E. (1991). İyimserlik, sağlık sorunları ve akademik başarı ilişkisi. Psikoloji Dergisi, 7(26), 2-9. [Google Scholar]
  7. Ayşe, A. T. A. R., Urgan, S., & Erdoğan, P. (2020). COVID-19 pandemi dönemindeki iyimserlik-kötümserlik ve yaşam tatmininin demografik değişkenler açisindan incelenmesi. Pearson journal5(7), 263-278. [Google Scholar] [CrossRef]
  8. Ayyıldız, H., & Cengiz, A. G. E. (2006). Pazarlama Modellerinin Testinde Kullanılabilecek Yapısal Eşitlik Modeli (YEM) Üzerine Kavramsal Bir İnceleme. Süleyman Demirel University Journal of Faculty of Economics and Administrative Sciences, 11(2), 63-84. [Google Scholar]
  9. Baker, B. L., Blacher, J., & Olsson, M. B. (2005). Preschool children with and without developmental delay: behaviour problems, parents’ optimism and well‐being. Journal of Intellectual Disability Research, 49(8), 575-590. [Google Scholar] [CrossRef]
  10. Bedi, G., & Brown, S. L. (2005). Optimism, coping style and emotional well‐being in cardiac patients. British journal of health psychology, 10(1), 57-70. [Google Scholar] [CrossRef].
  11. Beitzen-Heineke, E. F., Balta-Ozkan, N., & Reefke, H. (2017). The prospects of zero-packaging grocery stores to improve the social and environmental impacts of the food supply chain. Journal of Cleaner Production, 140, 1528-1541. [Google Scholar] [CrossRef]
  12. Billore, S., & Anisimova, T. (2021). Panic buying research: A systematic literature review and future research agenda. International Journal of Consumer Studies, 45, 777–804. [Google Scholar] [CrossRef].
  13. Butu, A., Brumă, I. S., Tanasă, L., Rodino, S., Dinu Vasiliu, C., Doboș, S., & Butu, M. (2020). The Impact of COVID-19 Crisis upon the Consumer Buying Behavior of Fresh Vegetables Directly from Local Producers. Case Study: The Quarantined Area of Suceava County, Romania. International Journal of Environmental Research and Public Health, 17(15), 5485-5509. [Google Scholar] [CrossRef]
  14. Chen, T., Jin, Y., Yang, J., & Cong, G. (2022). Identifying emergence process of group panic buying behavior under the COVID-19 pandemic. Journal of Retailing and Consumer Services, 67, 102970. [Google Scholar] [CrossRef]
  15. Cheng, C. (2004). To be paranoid is the standard? Panic responses to SARS outbreak in the Hong Kong Special Administrative Region. Asian Perspective, 28(1), 67-98. [Google Scholar]
  16. Chronopoulos, D. K., Lukas, M., & Wilson, J. O. (2020). Consumer spending responses to the COVID-19 pandemic: An assessment of Great Britain. Available at SSRN: https://ssrn.com/abstract=3586723 [Google Scholar] [CrossRef]
  17. Chua, G., Yuen, K. F., Wang, X., & Wong, Y. D. (2021). The Determinants of Panic Buying during COVID-19. International Journal of Environmental Research and Public Health, 18(6), 3247. [Google Scholar] [CrossRef]
  18. Cinar, D. (2020). Panic Buying and In-Store Hoarding in the COVID-19 Period: An Assessment Based on the Scarcity Principle. Business & Management Studies: An International Journal, 8(5), 3867-3890. [Google Scholar] [CrossRef]
  19. Danziger, P.N. (2020). After Panic Buying Subsides, Will Coronavirus Make Lasting Changes To Consumer Psychology? Retrieved from [Link]
  20. Davidsdottir, S. (2004). Do We Think Ourselves Sick? Psychological Processes and Health Behaviors Associated with Adolescents’ Somatic Complaints. Counselling & Clinical Psychology Journal, 1(1), 42-59. [Google Scholar]
  21. de Minzi, M. C. R., & Sacchi, C. (2004). Adolescent loneliness assessment. Adolescence, 39(156), 701-709. [Google Scholar]
  22. Deloitte (2020). Küresel COVID-19 Salgınının Türkiye’de Farklı Kategorilere Etkileri – II. Retrieved from [Link]
  23. Demir, A. (1989). UCLA Yalnızlık Ölçeğinin Geçerlik ve Güvenirlik Çalışması. Turkish Journal of Psychology, 7(23), 14–18. [Google Scholar]
  24. Dolinski, D., Dolinska, B., Zmaczynska-Witek, B., Banach, M., & Kulesza, W. (2020). Unrealistic optimism in the time of coronavirus pandemic: May it help to kill, if so—Whom: Disease or the person?. Journal of Clinical Medicine, 9(5), 1-9 [Google Scholar] [CrossRef]
  25. Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134. [Google Scholar] [CrossRef]
  26. Druica, E., Musso, F., & Ianole-Călin, R. (2020). Optimism bias during the COVID-19 pandemic: Empirical evidence from Romania and Italy. Games, 11(3), 39. [Google Scholar] [CrossRef]
  27. Duygun, A. (2020). COVID-19 Pandemisi Sırasında Tüketicilerin Yaşam Tarzlarının Değerlendirilmesi. Econder International Academic Journal, 4(1), 232-247. [Google Scholar] [CrossRef]
  28. Franke, V. C., & Elliott, C. N. (2021). Optimism and social resilience: Social isolation, meaninglessness, trust, and empathy in times of COVID-19. Societies, 11(2), 35. [Google Scholar] [CrossRef]
  29. Garfin, D. R., Silver, R. C., & Holman, E. A. (2020). The novel coronavirus (COVID-2019) outbreak: Amplification of public health consequences by media exposure. Health Psychology, 39(5), 355. [Google Scholar] [CrossRef]
  30. Genc, E., & Arslan, G. (2021). Optimism and dispositional hope to promote college students’ subjective well-being in the context of the COVID-19 pandemic. Journal of Positive School Psychology, (FirstView articles). [Google Scholar]
  31. Hall, M. C., Prayag, G., Fieger, P., & Dyason, D. (2020). Beyond panic buying: consumption displacement and COVID-19. Journal of Service Management. 32(1), 113-128. [Google Scholar] [CrossRef]
  32. Hammad, A. M., Hamed, R., Al-Qerem, W., Bandar, A., & Hall, F. S. (2021). Optimism bias, pessimism bias, magical beliefs, and conspiracy theory beliefs related to COVID-19 among the jordanian population. The American Journal of Tropical Medicine and Hygiene, 104(5), 1661. [Google Scholar] [CrossRef]
  33. Harber, K. D., Zimbardo, P. G., & Boyd, J. N. (2003). Participant self-selection biases as a function of individual differences in time perspective. Basic and Applied Social Psychology, 25(3), 255-264. [Google Scholar] [CrossRef]
  34. Harrs, S., Muller, L. M., & Rockenbach, B. (2021). How optimistic and pessimistic narratives about COVID-19 impact economic behavior,ECONtribute Discussion Paper, 91, 1-26 [Google Scholar] [CrossRef]
  35. Hesham, F., Riadh, H., & Sihem, N. K. (2021). What have we learned about the effects of the COVID-19 pandemic on consumer behavior?.Sustainability, 13(8), 4304. [Google Scholar] [CrossRef]
  36. Holmes, E. A., O’Connor, R. C., Perry, V. H., Tracey, I., Wessely, S., Arseneault, L., Ballard C, Christensen H, Cohen Silver, R., Everall, I., Ford, T., John, A., Kabir, T., King, K., Madan, I., Michie, S., Przybylski, A.K., Shafran, R., Sweeney, A., Worthman, C.M., Yardley, L., Cowan, K., Cope, C., Hotopf, M., & Bullmore, E. (2020). Multidisciplinary research priorities for the COVID-19 pandemic: a call for action for mental health science. The Lancet Psychiatry, 7(6), 547-559. [Google Scholar] [CrossRef]
  37. Honigsbaum, M. (2013). Regulating the 1918–19 pandemic: Flu, stoicism and the Northcliffe press. Medical History, 57(2), 165-185. [Google Scholar] [CrossRef]
  38. Islam, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., & Xiaobei, L. (2021). Panic buying in the COVID-19 pandemic: A multicountry examination. Journal of Retailing and Consumer Services, 59, 102357. [Google Scholar] [CrossRef]
  39. Jackson, L. M., Pratt, M. W., Hunsberger, B., & Pancer, S. M. (2005). Optimism as a mediator of the relation between perceived parental authoritativeness and adjustment among adolescents: Finding the sunny side of the street. Social Development, 14(2), 273-304. [Google Scholar] [CrossRef]
  40. Joreskog, K. G. & Sorbom, D. (1993). LISREL 8: Structural equation modelling with the SIMPLIS command language. Scientific Software International. [Google Scholar]
  41. Jovančević, A., & Milićević, N. (2020). Optimism-pessimism, conspiracy theories and general trust as factors contributing to COVID-19 related behavior–A cross-cultural study. Personality and individual differences, 167. 110216 1-6. [Google Scholar] [CrossRef]
  42. Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus‒organism‒response approach. Journal of Retailing and Consumer Services, 57, 102224. [Google Scholar] [CrossRef]
  43. Li, X., Wang, Z., Gao, C., & Shi, L. (2017). Reasoning human emotional responses from large-scale social and public media. Applied Mathematics and Computation, 310, 182-193. [Google Scholar] [CrossRef].
  44. Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746. [Google Scholar] [CrossRef]
  45. Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of Risk and Financial Management, 13(8), 166-186. [Google Scholar] [CrossRef]
  46. Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?. Journal of Health Management, 22(2), 291-301. [Google Scholar] [CrossRef]
  47. Messner, W., & Payson, S. E. (2022). Effects of national culture on the extent of panic buying during the COVID-19 outbreak. Journal of International Consumer Marketing, 34(3), 235-254. [Google Scholar] [CrossRef]
  48. Metalsky, G. I., Abramson, L. Y., Seligman, M. E., Semmel, A., & Peterson, C. (1982). Attributional styles and life events in the classroom: Vulnerability and invulnerability to depressive mood reactions. Journal of Personality and Social Psychology, 43(3), 612-617. [Google Scholar] [CrossRef]
  49. Mitchell, V. W. (1998). A role for consumer risk perceptions in grocery retailing. British Food Journal, 100, 171-183. [Google Scholar][CrossRef]
  50. Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of COVID-19 pandemic. Journal of Retailing and Consumer Services, 58, 102226. [Google Scholar] [CrossRef].
  51. Omar, N. A., Nazri, M. A., Ali, M. H., & Alam, S. S. (2021). The panic buying behavior of consumers during the COVID-19 pandemic: Examining the influences of uncertainty, perceptions of severity, perceptions of scarcity, and anxiety. Journal of Retailing and Consumer Services, 62, 102600. [Google Scholar] [CrossRef]
  52. Peterson, R.A., Kerin, R. & Ross, I. (1979). An information processing theory of consumer choice. Journal of Marketing, 43(3), 124-126. [Google Scholar] [CrossRef]
  53. Prentice, C., Quach, S., & Thaichon, P. (2022). Antecedents and consequences of panic buying: The case of COVID‐19. International Journal of Consumer Studies, 46(1), 132-146. [Google Scholar] [CrossRef]
  54. Raude, J., Debin, M., Souty, C., Guerrisi, C., Turbelin, C., Falchi, A., Bonmarin, I., Paolotti, D., Moreno, Y., Obi, C., Duggan, J., Wisniak, A., Flahault, A., Blanchon, T., & Colizza, V. (2020). Are people excessively pessimistic about the risk of coronavirus infection?. [Google Scholar][CrossRef].
  55. Rokach, A. (2004). Loneliness then and now: Reflections on social and emotional alienation in everyday life. Current Psychology, 23(1), 24-40. [Google Scholar] [CrossRef]
  56. Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.[Google Scholar] [CrossRef]
  57. Ross, G. M. (2023). Now that everyone else has panicked, well… I have to panic: regulatory focus predicts panic buying during COVID-19. Journal of Consumer Marketing, 40(4), 521-534. [Google Scholar] [CrossRef]
  58. Sapmaz, F., & Dogan, T. (2012). Mutluluk ve yaşam doyumunun yordayıcısı olarak iyimserlik. Mersin University Journal of The Faculty of Education, 8(3), 63-69. [Google Scholar]
  59. Satish, K., Venkatesh, A., & Manivannan, A. S. R. (2021). COVID-19 is driving fear and greed in consumer behaviour and purchase pattern. South Asian Journal of Marketing, 2(2), 113-129. [Google Scholar] [CrossRef]
  60. Scheier, M. F., Carver, C. S., & Bridges, M. W. (1994). Distinguishing optimism from neuroticism (and trait anxiety, self-mastery, and self-esteem): A reevaluation of the Life Orientation Test. Journal of Personality and Social Psychology, 67(6), 1063-178. [Google Scholar][CrossRef]
  61. Scheier, M.F. & Carver, C.S. (1985). Optimism, coping, and health: Assessment and implications of generalized outcome expectancies. Health Psychology, 4(3), 219-247. [Google Scholar] [CrossRef]
  62. Scheier, M.F. & Carver, C.S. (1987). Dispositional optimisim and physicall wellbeing: The influence of generalized outcome expectancies on health. Journal of Personality, 55(2), 169-210. [Google Scholar] [CrossRef]
  63. Schou-Bredal, I., Grimholt, T., Bonsaksen, T., Skogstad, L., Heir, T., & Ekeberg, Ø. (2021). Optimists’ and pessimists’ self-reported mental and global health during the COVID-19 pandemic in Norway. Health Psychology Report, 9(2), 160-168. [Google Scholar]
  64. Seligman, M. E. (2007). The optimistic child: A proven program to safeguard children against depression and build lifelong resilience. Houghton Mifflin Harcourt. [Google Scholar]
  65. Setia, S., Krägeloh, C., Bandyopadhyay, G., & Subramaniam, K. (2021). Inculcating Dispositional Optimism for Prevention of Mental and Substance Use Disorders Throughout and After the Coronavirus Disease-19 Pandemic. Alternative and Complementary Therapies, 27(2), 68-78. [Google Scholar] [CrossRef]
  66. Shahnawaz, M. G., Gupta, K., Kharshiing, K. D., Kashyap, D., Khursheed, M., Khan, N. H., … & Rehman, U. (2023). Individual and group level risk factors in preventive health and panic buying behaviors during COVID-19 pandemic in India. Current Psychology, 42(23), 19641-19657. [Google Scholar] [CrossRef]
  67. Sheetal, A., Feng, Z., & Savani, K. (2020). Using Machine Learning to Generate Novel Hypotheses: Increasing Optimism About COVID-19 Makes People Less Willing to Justify Unethical Behaviors. Psychological Science, 31(10), 1222-1235. [Google Scholar] [CrossRef].
  68. Sherman, C. E., Arthur, D., & Thomas, J. (2021). Panic buying or preparedness? The effect of information, anxiety and resilience on stockpiling by Muslim consumers during the COVID-19 pandemic. Journal of Islamic Marketing. 12(3), 479-497. [Google Scholar][CrossRef]
  69. Shipp, A. J., Edwards, J. R., & Lambert, L. S. (2009). Conceptualization and measurement of temporal focus: The subjective experience of the past, present, and future. Organizational Behavior and Human Decision Processes, 110(1), 1-22. [Google Scholar] [CrossRef].
  70. Slovic, P., Finucane, M.L., Peters, E. & MacGregor, D.G. (2004). Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality. Risk Analysis 24(2), 311–22. [Google Scholar]
  71. Solomon, M. R (2020). Consumer Behavior in the New Normal. Forbes. [Link]
  72. Szymkowiak, A., Kulawik, P., Jeganathan, K., & Guzik, P. (2020). In-store epidemic behavior: Scale development and validation. arXiv preprint arXiv:2005.02764. [Google Scholar] [CrossRef]
  73. Tabachnick, B. G. & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Boston, MA, Allyn & Bacon/Pearson Education. [Google Scholar]
  74. Türk Dil Kurumu (TDK) Sözlükleri. [Link]
  75. Tennen, H., & Affleck, G. (1987). The costs and benefits of optimistic explanations and dispositional optimism. Journal of personality, 55(2), 377-392. [Google Scholar] [CrossRef].
  76. Thomas, J. A., & Mora, K. (2014). Community resilience, latent resources and resource scarcity after an earthquake: Is society truly three meals away from anarchy?. Natural Hazards, 74(2), 477-490. [Google Scholar] [CrossRef]
  77. Trommsdorff, G. (1983). Future orientation and socialization. International Journal of Psychology, 18(1-4), 381-406. [Google Scholar][CrossRef]
  78. Verma, M., & Naveen, B. R. (2021). COVID-19 impact on buying behaviour. Vikalpa, 46(1), 27-40. [Google Scholar] [CrossRef]
  79. Wai M. F. O., & Yuen L. A. (2010). Disaster preparedness of families with young children in Hong Kong. Scandinavian Journal of Public Health, 38(8), 880-888. [Google Scholar] [CrossRef]
  80. Yoon, J., Narasimhan, R., & Kim, M. K. (2018). Retailer’s sourcing strategy under consumer stockpiling in anticipation of supply disruptions. International Journal of Production Research, 56(10), 3615–3635. [Google Scholar] [CrossRef]
  81. Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). The psychological causes of panic buying following a health crisis. International Journal of Environmental Research and Public Health, 17(10), 3513. [Google Scholar] [CrossRef]

View articles in other formats

License

Coyright

Copyright (c) 2024 The Author(s).

Published by Sumy State University

Issue