Understanding the determinants of consumer grocery stockpiling behavior

Abstract

Grocery stockpiling is a common behavioral response to the emergence of disasters or heightened uncertainty. Nonetheless, the phenomenon and methods for mitigating it are not well understood. Using a model of household shopping and inventory management, we conceptualize stockpiling as a result of an increase in the fixed cost of making grocery shopping trips, or the opportunity cost of time associated with shopping. In a laboratory experiment, we find that stockpiling increases (decreases) by 78 and 41% (22%) with an increase in fixed costs and price reductions (imposition of purchase limits), respectively. We also find that stockpiling leads to fewer (more) grocery trips by 33 and 22% (36%) under the same three conditions, respectively. Our experiment and subsequent cluster analysis suggest that loss aversion suppresses stockpiling. Our experiment shows that imposing purchase limits, a common retail response to stock-outs, can trigger stockpiling during shopping trips without purchase limits. Although we do not claim external validity, our study suggests that store managers and policymakers should be careful about solutions during a stockpiling event, such that they do not exacerbate stockpiling, which may disproportionately affect vulnerable groups and disrupt supply chains.