Some Have Other Crisis Concerns: Antecedents of Anxiety while Grocery Shopping

Abstract

This study relates consumer behaviour with social disruption theory by identifying the antecedents of anxiety related to grocery shopping. Our research design integrates cognitive, behavioural, self-identity, emotional components in disruptive situations. This study presents a conceptual framework focusing on the cognitive and behavioural antecedents of anxiety relating to grocery shopping in disruptive situations. The conceptual model was validated by fitting a SEM with the FIMIX-PLS algorithm to 228 responses obtained an online questionnaire in Brazil and Germany. Two distinct segments of consumers—concerned and scared consumers—differing by their perceived vulnerability are identified. Concerned consumers are characterized by a strong relation of personal concerns to anxiety. The empirical contribution roots in the identification of two types of customers with respect to concerns and anxiety: (i) the concerned because of their situational awareness and (ii) those with more pressing problems. Thus, our study contributes to consumer behaviour and social disruption theory by clarifying and quantifying the impact of the antecedents of anxiety related to grocery shopping in crises. The resulting data from survey responses are cross-sectional, which means it cannot provide evidence of temporal sequence. Retailers benefit from actively shaping consumers’ emotional experiences through measures. The perceived consumers’ need for coping strategies to reduce their anxiety (e.g., shopping in less frequented stores) can thereby be eliminated