How consumers' economic and psychological vulnerabilities impact their consumption regulation during crisis

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-03-07 DOI:10.1002/cb.2318
Elif Karaosmanoglu, Mehmet Okan, Didem Gamze Işıksal, Nesenur Altinigne, Ozge Demir, Elif İdemen
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Abstract

This paper focuses on the economic and psychological vulnerabilities that are intensified due to the effects of the COVID-19 pandemic on individuals' health, education and living standards. The deteriorating mental and financial conditions of individuals, called psychological and economic vulnerability, have made an impact on consumers' consumption patterns and habits. This study has proposed that when consumer vulnerabilities increase, consumers will be more likely to express prosocial behaviours and assume higher social capital change that may influence their consumption regulations. The findings are based on a panel survey of 786 individuals via CATI in two waves of data collection in Türkiye (Wave I: 20 July–10 August 2020; Wave II: 20 November–10 December 2020). In Wave I, it is found that when individuals face economic and psychological vulnerability, their tendency to show prosocial behaviour is negatively affected. In Wave II, when the COVID-19 cases peaked, while economic vulnerability still leads to lower prosocial behaviour, psychological vulnerability gets reversed and results in higher prosocial behaviour. Interestingly, in both waves, when consumers perceive positive social capital change due to increased prosocial behaviour, they are less likely to show consumption regulation.

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消费者的经济和心理脆弱性如何影响他们在危机期间的消费调节
本文重点关注 COVID-19 大流行病对个人健康、教育和生活水平的影响所加剧的经济和心理脆弱性。个人精神和经济状况的恶化(称为心理和经济脆弱性)对消费者的消费模式和习惯产生了影响。本研究提出,当消费者的脆弱性增加时,消费者将更有可能表现出亲社会行为,并承担更高的社会资本变化,这可能会影响他们的消费规定。研究结果基于在土耳其通过 CATI 对 786 人进行的面板调查,数据收集分为两波(第一波:2020 年 7 月 20 日至 8 月 10 日;第二波:2020 年 11 月 20 日至 12 月 10 日)。在第 I 波中,研究发现,当个人面临经济和心理脆弱性时,他们表现出亲社会行为的倾向会受到负面影响。在第二波中,当 COVID-19 案例达到峰值时,虽然经济脆弱性仍会导致较低的亲社会行为,但心理脆弱性却得到了逆转,导致较高的亲社会行为。有趣的是,在这两个波次中,当消费者由于亲社会行为的增加而感知到积极的社会资本变化时,他们就不太可能表现出消费调节。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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