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Lookup NU author(s): Dr Davit MarikyanORCiD
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Purpose: During emergencies and times of widespread social fear, such as wars and epidemics, society witnesses many instances of consumer misbehaviour (e.g. panic buying). Therefore, this study aims to understand what drives consumers to enact socially irresponsible while shopping during emergencies. Design/methodology/approach: This study employs a quantitative approach with 400 responses from consumers who shopped during the pandemic. Findings: Results show a positive relationship between consumers' awareness of the negative social consequences of shopping misbehaviour and their ascription of responsibility, which is positively moderated by death-by-emergency-related anxiety. Ascription of responsibility, in turn, has a positive impact on socially responsible behaviour. Originality/value: This research is the first to examine new applications of norm activation theory in retailing. Furthermore, this research is the first to extend the theory by examining psychological factors that may regulate socially irresponsible behaviour. The research demonstrates the significant role of anxiety and attachment in facilitating the impact of awareness of negative consequences and aspirations of responsibility in the retailing during emergencies.
Author(s): Scarpi D, Pantano E, Marikyan D
Publication type: Article
Publication status: Published
Journal: International Journal of Retail & Distribution Management
Year: 2023
Volume: 51
Issue: 6
Pages: 791-806
Print publication date: 23/05/2023
Online publication date: 03/04/2023
Acceptance date: 02/03/2023
ISSN (print): 0959-0552
ISSN (electronic): 1758-6690
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/IJRDM-08-2022-0300
DOI: 10.1108/IJRDM-08-2022-0300
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