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Understanding Consumer Stockpiling during the COVID-19 Outbreak through the Theory of Planned Behavior

Author

Listed:
  • Maria-Magdalena Roșu

    (Faculty of Cybernetics, Statistics and Economic Informatics, Bucharest University of Economic Studies, 010371 Bucharest, Romania)

  • Rodica Ianole-Călin

    (Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania)

  • Raluca Dinescu

    (Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania)

  • Anca Bratu

    (Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania)

  • Răzvan-Mihail Papuc

    (Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania)

  • Anastasia Cosma

    (Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania)

Abstract

We use the theory of planned behavior (TPB) to investigate determinants of stockpiling behavior during the COVID-19 lockdown. We analyzed 518 responses to an online survey and used Partial Least Squares Path Modeling (PLS-PM) techniques to estimate relationships between variables. Negative attitude (perceived barriers) and others’ behavior (descriptive social norms) were revealed as significant predictors for both intention to over-purchase and the actual stockpiling behavior. The lack of significance obtained for perceived behavioral control (PBC) is also an important result, strengthening the evidence that factors’ contribution to TPB’s predictive power is strongly context-dependent, respectively that PBC is less relevant in settings dominated by uncertainty. The lack of significance is especially compelling when stockpiling behavior is regarded as deviant conduct from effective consumption. Our findings expand the understanding on the applicability of TPB and offer informed practical suggestions for improving managerial strategies, public and private ones, during extreme events when self-regulation and cognitive control are expedient but hard to achieve.

Suggested Citation

  • Maria-Magdalena Roșu & Rodica Ianole-Călin & Raluca Dinescu & Anca Bratu & Răzvan-Mihail Papuc & Anastasia Cosma, 2021. "Understanding Consumer Stockpiling during the COVID-19 Outbreak through the Theory of Planned Behavior," Mathematics, MDPI, vol. 9(16), pages 1-15, August.
    • Handle: RePEc:gam:jmathe:v:9:y:2021:i:16:p:1950-:d:614774
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    1. Stanca, Liana & Dabija, Dan-Cristian & Câmpian, Veronica, 2023. "Qualitative analysis of customer behavior in the retail industry during the COVID-19 pandemic: A word-cloud and sentiment analysis approach," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Yan-Shiang Chiou & Pei-Ing Wu & Je-Liang Liou & Ta-Ken Huang & Chu-Wei Chen, 2023. "What Is the Willingness to Pay for a Basket of Agricultural Goods? Multi-Features of Organic, Animal Welfare-Based and Natural Products with No Additives," Agriculture, MDPI, vol. 13(9), pages 1-19, September.
    3. Ahmadi, Iman & Habel, Johannes & Jia, Miaolei & Wei, Sarah, 2022. "Consumer stockpiling under the impact of a global disaster: The evolution of affective and cognitive motives," Journal of Business Research, Elsevier, vol. 142(C), pages 56-71.

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