Exploring panic buying behavior during the COVID-19 pandemic: a developing country perspective

Singh, Gurmeet and Aiyub, Asheefa Shaheen and Greig, Tuma and Naidu, Samantha and Sewak, Aarti and Sharma, Shavneet (2021) Exploring panic buying behavior during the COVID-19 pandemic: a developing country perspective. International Journal of Emerging Markets, NA . NA. ISSN 1746-8809

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Abstract

Purpose – This paper aims to identify factors that influence customers’ panic buying behavior during the
COVID-19 pandemic.
Design/methodology/approach – A self-administered questionnaire was distributed to 357 participants in
Fiji, and structural equation modeling to analyze the collected data.
Findings – Results indicate that expected personal outcomes is positively associated with customers’ attitudes
while expected community-related outcomes negatively impact customers’ attitudes. Factors such as attitude,
subjective norms, scarcity, time pressure and perceived competition were found to positively influence
customers’ panic buying intention. Furthermore, scarcity and time pressure were confirmed to positively
influence perceived competitiveness while perceived social detection risk negatively influences customer’s
panic buying intention.
Practical implications – The findings highlight the need for better measures to ensure that every customer
has access to goods and services and is not deprived of such necessities in times of a crisis. These results will
assist store managers and policymakers in introducing better management, social policies and resource
utilization mechanisms to mitigate panic buying during the pandemic.
Originality/value – This study’s findings contribute to the literature on customer’s panic buying behavior
during a global pandemic. Research in this area remain scarce, inconsistent and inconclusive. Novel insights
are generated as this study is the first to combine the theory of planned behavior, privacy calculus theory and
protection motivation theory. Applying these theories allows new relationships to be tested to better
understand customer behavior during a global pandemic. With most studies on customer behavior during
crises and disasters in developed countries, this study generates new insights by exploring customer behavior
in a developing country.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business and Management (SBM)
Depositing User:	Shavneet Sharma
Date Deposited:	29 Jun 2021 03:24
Last Modified:	29 Jun 2021 03:24
URI:	https://repository.usp.ac.fj/id/eprint/12815

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