Applying behavioral reasoning theory to South African female consumers’ emerging apparel-shopping behavior during COVID-19

ABSTRACT The COVID-19 pandemic reduced apparel sales in South Africa as in most other nations. Research has not yet determined why consumers shopped less for apparel during this time. Using the Behavioral Reasoning Theory, this study sought to explain this occurrence and its effect on consumer apparel-shopping behavior. Synchronous online interviews were conducted with 20 purposefully selected pre-COVID-19 apparel shoppers at a South African academic institution. The primary motivations for apparel shopping were the patronization of fashion sales, specific purposes, shopping needs and seasonal demands. Movement restrictions, a dampened need, a lack of appearance management, the adoption of a comfortable appearance, COVID-19 reminders, fear of COVID-19 and a lack of appropriate sizes were reasons given for less apparel shopping. Consumers used altered shopping strategies to meet changes in the apparel-shopping environment during COVID-19 lockdown in South Africa, resulting in altered shopping experiences. The behavior change is attributed to apparel retailers’ compliance with COVID-19 restrictions and protocols imposed during the pandemic. The findings contribute to a better understanding of the South African apparel shopper of the future under crisis or pandemic conditions, suggesting the implementation of omnichannel strategies.