International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

The effect of Covid-19 on sustainable consumption behavior in chain stores

    , ,

Author Affiliations

  • 1Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
  • 2Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
  • 3Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

Res. J. Management Sci., Volume 11, Issue (1), Pages 1-11, January,6 (2022)

Abstract

The crisis situation created by Covid-19 has changed the consumer behavior. One of the most important behavioral changes in consumer behavior that has been in recent crisis is the trend towards sustainable consumer behavior and companies can consider it as an opportunity to attract customers. Therefore, this study investigates the effect of Covid-19 virus on sustainable consumption behavior of customers in chain stores and by surveying customers’ data in Iran. This research is a descriptive-survey type and a questionnaire tool has been used to collect data and measure variables in order to examine the research model. Statistical sample was selected by random sampling method from customers of chain stores in Tehran and the data were analyzed using Smart PLS software. Findings showed that the Covid-19 virus has a positive, direct and significant effect on individual, social and situational factors of customers and these factors also have a significant effect on attitudes, intentions and ultimately sustainable consumption behavior of customers. The results suggest that chain stores and their suppliers should increase attention, supply and sales of sustainable consumer products.

References

  1. Worldmeter (2020)., Coronavirus. Update. 09 November 2020.,
  2. He, H., & Harris, L. (2020)., The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy., Journal of business research, 116, 176-182.
  3. Wang, Y., Hong, A., Li, X., & Gao, J. (2020)., Marketing innovations during a global crisis: A study of China firms’ response to COVID-19., Journal of Business Research, 116, 214-220.
  4. McKinsey (2020)., COVID-19: Implications for Business., Accessed May 9, 2020. https://www.mckinsey.com/ business-functions/risk/our-insights/Covid-19-implications-for-business
  5. Yang, X. (2020)., Potential consequences of COVID-19 for sustainable meat consumption: the role of food safety concerns and responsibility attributions., British Food Journal. https://doi.org/10.1108/BFJ-04-2020-0332
  6. Gustavsson, S., & Larsson, S. (2020)., Marketing Innovation for SMEs during COVID-19 Pandemic: A case study of the hospitality industry in Norrbotten.,
  7. Hirvonen, K., Mohammed, B., Minten, B., and Tamru, S. (2020)., Food marketing margins during the COVID-19 pandemic: Evidence from vegetables in Ethiopia. Intl Food Policy Res Inst. Vol. 150., undefined
  8. Xu, Z., Shi, L., Wang, Y., Zhang, J., Huang, L., Zhang, C., ... and Tai, Y. (2020)., Pathological findings of COVID-19 associated with acute respiratory distress syndrome., The Lancet respiratory medicine, 8(4), 420-422.
  9. Cohen, M. J. (2020)., Does the COVID-19 outbreak mark the onset of a sustainable consumption transition?, Sustainability: Science, Practice and Policy, 16(1), 1-3. https://doi.org/10.1080/15487733.2020.1740472
  10. Rao, H. R., Vemprala, N., Akello, P., andValecha, R. (2020)., Retweets of officials’ alarming vs reassuring messages during the COVID-19 pandemic: Implications for crisis management., International Journal of Information Management, 55, 102-187. https://doi.org/10.1016/j.ijin fomgt.2020.102187
  11. Stephens, E. H., Dearani, J. A., Guleserian, K. J., Overman, D. M., Tweddell, J. S., Backer, C. L., ... and Bacha, E. (2020)., COVID-19: crisis management in congenital heart surgery., World Journal for Pediatric and Congenital Heart Surgery, 11(4), 2150135120931398. https://doi.org/10.1177/2150135120931398
  12. Navarro, R. A., Reddy, N. C., Weiss, J. M., Yates Jr, A. J., Fu, F. H., McKee, M., and Lederman, E. S. (2020)., Orthopaedic systems response to and return from the COVID-19 pandemic: lessons for future crisis management., The Journal of bone and joint surgery. American volume. https://doi.org/10.2106/JBJS.20.00709
  13. Branicki, L. J. (2020)., COVID-19, ethics of care and feminist crisis management., Gender, Work and Organization, 27(5), 872-883. https://doi.org/10.1111/ gwao.12491
  14. Aguinis, H., Villamor, I. and Gabriel, K. P. (2020)., Understanding employee responses to COVID-19: a behavioral corporate social responsibility perspective., Management Research: Journal of the Iberoamerican Academy of Management. https://doi.org/10.1108/MRJIAM-06-2020-1053
  15. Mao, Y., He, J., Morrison, A. M., and Andres Coca-Stefaniak, J. (2020)., Effects of tourism CSR on employee psychological capital in the COVID-19 crisis., Current Issues in Tourism, 1-19.
  16. Huang, H., and Liu, S. Q. (2020)., Donate to help combat COVID-19! How typeface affects the effectiveness of CSR marketing?, International Journal of Contemporary Hospitality Management, 32(10), 3315-3333. https://doi.org/10.1108/IJCHM-05-2020-0462
  17. Jiang, Y., and Wen, J. (2020)., Effects of COVID-19 on hotel marketing and management: a perspective article., International Journal of Contemporary Hospitality Management. 32(8), 2563-2573. https://doi.org/10.1108/IJCHM-03-2020-0237
  18. Habes, M., Alghizzawi, M., Ali, S., Salih Alnaser, A., and Salloum, S. A. (2020)., The Relation among Marketing ads, via Digital Media and mitigate (COVID-19) pandemic in Jordan., International Journal of Advanced Science and Technology, 29(7), 12326-12348.
  19. Lusk, J. L., Tonsor, G. T., and Schulz, L. L. (2020)., Beef and Pork Marketing Margins and Price Spreads during COVID-19., Applied Economic Perspectives and Policy. https://doi.org/10.1002/aepp.13101
  20. Mende, M., and Misra, V. (2020)., Time to Flatten the Curves on COVID-19 and Climate Change. Marketing Can Help., Public Policy and Marketing, 1-3. https://doi.org/10.1177/0743915620930695
  21. Ben Hassen, T., El Bilali, H., and S Allahyari, M. (2020)., Impact of COVID-19 on Food Behavior and Consumption in Qatar., Sustainability, 12(17), 6973. https://doi.org/10. 3390/su12176973
  22. Kantar (2020)., Coronavirus outbreak’s impact on China’s consumption., Accessed date: 28 April 2020.
  23. Liang, Z., Hu, J., Hu, S., Zhao, J., Zhou, K., Jiao, Y., ... and Hua, F. (2020)., Understanding and changing wildlife consumption behavior from a multidisciplinary perspective., Biodiversity Science, 28(5), 606-620.
  24. Grashuis, J., Skevas, T. and Segovia, M. S. (2020)., Grocery shopping preferences during the COVID-19 pandemic., Sustainability, 12(13), 5369. https://doi.org/ 10.3390/su12135369.
  25. Attwood, S., and Hajat, C. (2020)., How will the COVID-19 pandemic shape the future of meat consumption?, Public health nutrition, 1-5. https://doi.org/ 10.1017/S136898002000316X.
  26. Kantar (2020b)., COVID-19 Global Consumer Barometer Report.,
  27. Benson, C., and Clay, E. (2004)., Understanding the economic and financial impacts of natural disasters. The World Bank., https://doi.org/10.1596/0-8213-5685-2.
  28. World Health Organization (2020)., WHO Director-General’s opening remarks at the Mission briefing on COVID-19., 12 March 2020. Retrieved 2020-04-29.
  29. Statista. (2020)., Number of coronavirus (COVID-19) cases in Sweden in 2020, by region. 2020-04-29., undefined
  30. Tucker, H. (2020)., Coronavirus bankruptcy tracker: These major companies are failing amid the shutdown., Forbeshttps://www.forbes.com/sites/hanktucker/2020/05/03/coronavirus-bankruptcy-tracker-these-major-companies-are-failing-amid-theshutdown/
  31. Donthu, N., and Gustafsson, A. (2020)., Effects of COVID-19 on business and research., Journal of business research, 117, 284.https://doi.org/10.1016/j.jbusres.2020. 06.008.
  32. Wu, C. S., Zhou, X. X., and Song, M. (2016)., Sustainable consumer behavior in China: an empirical analysis from the Midwest regions., Journal of Cleaner Production, 134, 147-165. https://doi.org/10.1016/j.jclepro.2015.06.057
  33. Allport, G. W., and Vernon, P. E. (1931)., A test for personal values., Journal of Abnormal and Social Psychology, 26, 231-248. https://doi.org/10.1037/h0073233
  34. Schwartz, S. H. (1992)., Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries., Advances in experimental social psychology, 25, 1-65. Academic Press.
  35. Roccas, S., and Sagiv, L. (2010)., Personal values and behavior: Taking the cultural context into account., Social and Personality Psychology Compass, 4(1), 30-41. https://doi.org/10.1111/j.1751-9004.2009.00234.x.
  36. Sidique, S. F., Joshi, S. V., and Lupi, F. (2010)., Factors influencing the rate of recycling: Analysis of Minnesota., Resources, Conservation and Recycling, 54(4), 242-249. https://doi.org/10.1016/j.resconrec.2009.08.006.
  37. Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., and Bohlen, G. M. (2003)., Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation., Journal of Business research, 56(6), 465-480. https://doi.org/10.1016/S0148-2963(01)00241-7.
  38. Tilikidou, I., and Delistavrou, A. (2008)., Types and influential factors of consumers, Business Strategy and the Environment, 17(1), 61-76. https://doi.org/10.1002/bse.500
  39. Stern, P. C. (2000)., New environmental theories: toward a coherent theory of environmentally significant behavior., Journal of social issues, 56(3), 407-424. https://doi.org/10.1111/0022-4537.00175.
  40. Peattie, K. (2010)., Green consumption: behavior and norms., Annual review of environment and resources, 35, 195-228. https://doi.org/10.1146/annurev-environ-032609-094328.
  41. UN.ORG. (2020)., UN launches COVID-19 plan that could ‘defeat the virus and build a better world., accessed 18 April, 2020.
  42. Gantt, L. (2020)., How does culture affect behavior?, Updated Aug 24, 2020.
  43. Deutsch, M., and Gerard, H. B. (1955)., A study of normative and informational social influences upon individual judgment., The journal of abnormal and social psychology, 51(3), 629. https://doi.org/10.1037/h0046408.
  44. Hovland, C. I., and Weiss, W. (1951)., The influence of source credibility on communication effectiveness., Public opinion quarterly, 15(4), 635-650. https://doi.org/10.1086/ 266350.
  45. Park, C. W., and Lessig, V. P. (1977)., Students and housewives: Differences in susceptibility to reference group influence., Journal of consumer Research, 4(2), 102-110. https://doi.org/10.1086/208685.
  46. Liu, C., Marchewka, J. T., Lu, J., and Yu, C. S. (2005)., Beyond concern-a privacy-trust-behavioral intention model of e-commerce., Information and Management, 42(2), 289-304. https://doi.org/10.1016/j.im. 2004.01.003.
  47. Kotler, P., and Armstrong, G. (2010)., Principles of marketing., Global Edition: Pearson Education.
  48. Hill, D.J., Piggott R. R., and Griffith, G. R. (2011)., Profitability of crementalgenerrie promotion of Australian dairy products., Agricultural Economic, 26(3), 253-266. https://doi.org/10.1111/j.1574-0862.2001.tb00068.x
  49. Carrington, M. J., Neville, A., and Whitwell, G. J. (2010)., Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase and actual buying behaviour of ethically minded consumers., Journal of business ethics, 97(1), 139-158. https://doi.org/10.1007/s10551-010-0501-6
  50. Grimmer, M., Kilburn, A. P., and Miles, M. P. (2016)., The effect of purchase situation on realized pro-environmental consumer behavior., Journal of Business Research, 69(5), 1582-1586. https://doi.org/10.1016/j.jbusres.2015.10.021
  51. Frank-Martin, B., and Peattie, K. J. (2009)., Sustainability marketing: a global perspective., Wiley. http://orca.cf. ac. Uk/id/eprint/25441
  52. Warburton, D. E., Nicol, C. W., and Bredin, S. S. (2006)., Health benefits of physical activity: the evidence., Cmaj, 174(6), 801-809. https://doi.org/10.1503/cmaj.051351
  53. Rogers, T., and Feller, A. (2018). Reducing student absences at scale by targeting parents’ misbeliefs. Nature Human Behaviour, 2(5), 335-342. https://doi.org/10.1038/ s41562-018-0328-1, undefined, undefined
  54. Byun, J., and Jang, S. (2018)., Open kitchen vs. closed kitchen: Does kitchen design affect customers’ causal attributions of the blame for service failures?, International Journal of Contemporary Hospitality Management, 30(5), 2214–2229. https://doi.org/10.1108/IJCHM-03-2016-0167
  55. Hwang, J., and Lyu, S. O. (2020)., Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industry., International Journal of Sustainable Transportation, 14(6), 437-447. https://doi.org/10.1080/15568318.2019.1573280
  56. Lee, Y. N., Zailani, S., and Rahman, M. K. (2020)., Determinants of customer intention to purchase social enterprise products: a structural model analysis., Journal of Social Entrepreneurship, 1-22.
  57. Amaro, S., and Duarte, P. (2015)., An integrative model of consumers, Tourism management, 46, 64-79. https://doi.org/10.1016/j.tourman. 2014.06.006
  58. Grimmer, M., and Bingham, T. (2013)., Company environmental performance and consumer purchase intentions., Journal of business research, 66(10), 1945-1953. https://doi.org/10.1016/j.jbusres.2013.02.017
  59. Raz, J. (2017)., Intention and value., Philosophical Explorations, 20(sup2), 109-126. https://doi.org/10.1080/ 13869795.2017.1356357
  60. Hunt, S. D. (2012)., Toward the institutionalization of macromarketing: Sustainable enterprise, sustainable marketing, sustainable development, and the sustainable society., Journal of Macromarketing, 32(4), 404-411.
  61. Humphreys, A. (2014)., How is sustainability structured? The discursive life of environmentalism., Journal of Macromarketing, 34(3), 265–281.
  62. Dam, Y. K., and Apeldoorn, P. A. (1996)., Sustainable marketing., Journal of macromarketing, 16(2), 45-56.
  63. Kilbourne, W. E. (2010)., Facing the challenge of sustainability in a changing world: An introduction to the special issue., Journal of Macromarketing, 30(2), 109–111. https://doi.org/10.1177/0276146710363726
  64. Marzouk, O. A., and Mahrous, A. A. (2020)., Sustainable Consumption Behavior of Energy and Water-Efficient Products in a Resource-Constrained Environment., Journal of Global Marketing, 1-19.
  65. Pookulangara, S., and Shephard, A. (2013)., Slow fashion movement: Understanding consumer perceptions: An exploratory study., Journal of Retailing and Consumer Services, 20(2), 200–206. https://doi.org/10.1016/ j.jretconser.2012.12.002
  66. Marzouk, O. A. (2019)., A qualitative examination of urban vs rural sustainable consumption behaviours of energy and water consumers in the emerging Egyptian market., Journal of Humanities and Applied Social Sciences, 1(2), 98–114. https://doi.org/10.1108/JHASS-07-2019-0016
  67. Sharaf, M. A., and Perumal, S. (2018)., An overview profile and green purchasing behavior of consumers in the northern region of Malaysia., Journal of Research in Marketing, 8(3), 707–712.
  68. Aghaei, M., Ghasemian Sahebi, A., and Kordheydari, R. (2021)., Design and explain the pattern of destination brand value creation strategies in Iranian tourism industry., Journal of Tourism Quarterly, 3(2), 68-97.
  69. Aghaei, M., Ghasemian Sahebi, A., and Kordheydari, R. (2021)., The effect of covid-19 on marketing innovations and corporate social responsibility (case study: active companies in food industry)., International journal on customer relations, 8(2), 15-26.
  70. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., andLauro, C. (2005)., PLS path modeling., Computational statistics and data analysis, 48(1), 159-205. https://doi.org/10.1016/ j.csda.2004.03.005
  71. Cohen, J. (1988)., Statistical Power Analysis for the Behavioral Sciences., 2nd ed.. Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.