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Pregled bibliografske jedinice broj: 1217865

Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation


Gaćeša, Dora; Brečić, Ružica; Gorton, Matthew
Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation // Tržište = Market : časopis za tržišnu teoriju i praksu (2022) (znanstveni, prihvaćen)


CROSBI ID: 1217865 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation

Autori
Gaćeša, Dora ; Brečić, Ružica ; Gorton, Matthew

Vrsta, podvrsta
Radovi u časopisima, znanstveni

Izvornik
Tržište = Market : časopis za tržišnu teoriju i praksu (2022)

Status rada
Prihvaćen

Ključne riječi
collectivism, neuroticism, stockpiling, local food buying, COVID-19

Sažetak
Purpose – The COVID-19 pandemic substantially changed people’s patterns of work and consumption. This paper examines how cultural orientations and personality traits relate to adjustments in consumer behaviour during COVID-19. Specifically, it considers whether individualism/collectivism, neuroticism, and collective self-esteem can help explain local food buying and stockpiling behaviour. Design/methodology/approach –187 consumers participated in this research. Data collection took place during the first COVID-19 lockdown in Croatia from March to May 2020. Findings and implications – Consumers with higher horizontal collectivism engaged in local food buying more than those with lower horizontal collectivism. Horizontal collectivism and, to a lesser extent, neuroticism predicted stockpiling behaviour. Collective self-esteem moderated the relationship between horizontal collectivism and stockpiling, and between neuroticism and local food buying. Fostering a sense of collective identity and emphasizing collectivist values may be a fruitful marketing strategy as a response to marketplace disruptions during a crisis. Limitations – The study draws on a convenience sample of students and their household members, thereby limiting the generalizability of the study. Originality – This paper uncovers how socio- cultural and personality-related psychological constructs relate to local food buying and stockpiling behaviour, and it highlights the importance of cultural orientation for explaining consumer behaviour during a major crisis.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekti:
HRZZ-PZS-2019-02-9814 - Ispitivanje stavova djece u Hrvatskoj o matematici – Razvoj marketinških strategija za veću uspješnost kurikularne reforme (MATH ATTDS) (Brečić, Ružica, HRZZ - 2019-02) ( CroRIS)

Profili:

Avatar Url Ružica Brečić (autor)

Avatar Url Dora Gaćeša (autor)


Citiraj ovu publikaciju:

Gaćeša, Dora; Brečić, Ružica; Gorton, Matthew
Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation // Tržište = Market : časopis za tržišnu teoriju i praksu (2022) (znanstveni, prihvaćen)
Gaćeša, D., Brečić, R. & Gorton, M. (2022) Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation. Prihvaćen za objavljivanje u Tržište = Market : časopis za tržišnu teoriju i praksu. [Preprint].
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@unknown{unknown, author = {Ga\'{c}e\v{s}a, Dora and Bre\v{c}i\'{c}, Ru\v{z}ica and Gorton, Matthew}, year = {2022}, keywords = {collectivism, neuroticism, stockpiling, local food buying, COVID-19}, journal = {Tr\v{z}i\v{s}te = Market : \v{c}asopis za tr\v{z}i\v{s}nu teoriju i praksu}, title = {Consumer Behaviour During the COVID-19 Pandemic: The Importance of Collectivist Orientation}, keyword = {collectivism, neuroticism, stockpiling, local food buying, COVID-19} }

Časopis indeksira:


  • Web of Science Core Collection (WoSCC)
    • Emerging Sources Citation Index (ESCI)
  • Scopus





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