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Consumption practices during the COVID-19 crisis.

Sianne Gordon-Wilson1

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Summary

British consumers experienced shifts in self-control during the COVID-19 pandemic, impacting shopping habits for snacks and alcohol. This highlights the need for targeted health and retail strategies.

Keywords:
COVID‐19consumption practicescoronaviruscrisis consumptionpandemicsself‐controltemporal construal theory

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Area of Science:

  • Consumer Behavior
  • Psychology
  • Health Studies

Background:

  • The COVID-19 pandemic significantly altered global consumption patterns.
  • Understanding consumer behavior during crises is crucial for public health and retail sectors.

Purpose of the Study:

  • To explore changes in British consumers' consumption practices during the COVID-19 pandemic.
  • To identify key themes related to self-control and purchasing behavior.

Main Methods:

  • A two-stage research design combining netnography and semi-structured interviews.
  • Exploratory analysis of consumption themes followed by in-depth qualitative insights from 13 interviews.

Main Results:

  • Three emergent themes linked to self-control: altered shopping behavior, reduced self-control over unhealthy snacks, and decreased self-control regarding alcohol consumption.
  • Observed changes in consumption influenced store choices and shopping types.

Conclusions:

  • Findings underscore the impact of crisis-induced stress on consumer self-control, particularly concerning unhealthy food and alcohol.
  • Recommendations provided for retailers, manufacturers, and health organizations to address evolving consumption habits and promote healthier choices.