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Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic

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  • Jianan Li
  • Xiaotong Jin
  • Taiyang Zhao
  • Tiannv Ma

Abstract

Conformity consumer behavior refers to a preference of using the behaviors or expectations of others as a guideline for one’s own consumption patterns. Significant characteristics of conformity consumer behavior have been observed during the COVID-19 pandemic, and it has greatly hindered resource allocation and pandemic management. Nonetheless, the reasons why a public health emergency, exemplified by COVID-19, triggers conformity consumer behavior remain unclear. This study proposes and tests a theoretical framework to explore the psychological mechanisms of conformity consumer behavior during the COVID-19 pandemic. Results indicate that pandemic severity positively affect conformity consumer behavior, sense of fear plays a mediating role between pandemic severity and conformity consumer behavior, and sense of control does not play a moderating role. This implies that fear drives conformity consumer behavior and people may tend to consume in this way when they perceive a strong sense of fear no matter how strong their sense of control is. The conclusion will help managers to guide consumer behavior during social crisis and emergencies.

Suggested Citation

  • Jianan Li & Xiaotong Jin & Taiyang Zhao & Tiannv Ma, 2021. "Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic," SAGE Open, , vol. 11(3), pages 21582440211, July.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211032152
    DOI: 10.1177/21582440211032152
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    References listed on IDEAS

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    Cited by:

    1. Xiaona Xie & Tingting Wu & Yue Zhang & Yongyu Guo, 2021. "Socioeconomic Status and COVID-19-Related Psychological Panic in China: The Role of Trust in Government and Authoritarian Personality," IJERPH, MDPI, vol. 18(20), pages 1-12, October.
    2. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    3. Wei Song & Taiyang Zhao & Ershuai Huang, 2022. "How Does the COVID-19 Pandemic Affect People’s Willingness to Pay for Health in the Short and Long Term? A Longitudinal Study during and after the COVID-19 Pandemic in China," IJERPH, MDPI, vol. 19(3), pages 1-11, January.
    4. Qin, Yao & Wang, Xuehua, 2023. "Power distance belief and the desire for uniqueness," Journal of Business Research, Elsevier, vol. 160(C).
    5. Marko Šostar & Vladimir Ristanović, 2023. "An Assessment of the Impact of the COVID-19 Pandemic on Consumer Behavior Using the Analytic Hierarchy Process Model," Sustainability, MDPI, vol. 15(20), pages 1-31, October.
    6. Chen, Tinggui & Jin, Yumei & Yang, Jianjun & Cong, Guodong, 2022. "Identifying emergence process of group panic buying behavior under the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Hua Guo & Yang Zhang & Yanling Peng & Tong Luo & Hong Wang, 2022. "Does COVID-19 Affect Household Financial Behaviors? Fresh Evidence From China," SAGE Open, , vol. 12(3), pages 21582440221, August.

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