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Consumer Attitudes During Periods of Economic Downturn: Embodying Responsible Behaviors

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Maria Sarmento

    (Nova School of Business and Economics
    Open University Business School)

  • Mercedes Galan-Ladero

    (University of Extremadura)

  • Susana Marques

    (University of Aveiro)

Abstract

This study addresses consumer attitudes towards PLs and NB promotions during recessions. The research adopts a mixed method approach, combining interviews and a survey applied to consumers in a context of economic crisis. The results show that economic contractions change consumer behavior, highlighting the consumers’ rational dimension. They also establish bases for structural learning. Consumers assumed that the crisis helped them to become more economically and socially responsible, assuming an intention to maintain rational and responsible behaviors in a post-recession stage.

Suggested Citation

  • Maria Sarmento & Mercedes Galan-Ladero & Susana Marques, 2018. "Consumer Attitudes During Periods of Economic Downturn: Embodying Responsible Behaviors," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Alexander Chernev (ed.), Advances in National Brand and Private Label Marketing, pages 17-22, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-92084-9_3
    DOI: 10.1007/978-3-319-92084-9_3
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