Anxiety-reducing behaviours and the formation of post-pandemic buying patterns

Within the rich body of literature on anxiety, there is a curious lack of research into the anxiety-reducing behaviours adopted by consumers during the COVID-19 pandemic, and how these shifts in behaviour have influenced consumer preferences post pandemic. This study addresses that gap by identifying the main anxiety-reducing behaviours adopted during the pandemic and examining how they became part of routine purchase behaviour in the post-pandemic period. The paper reports findings from a two-stage study: a student focus group to develop the key constructs of the study, followed by a structural equation model tested with a nationwide sample of US consumers. The results indicate that four constructs — user-generated content, online shopping, established brand name and consumer ethnocentrism — significantly reduced consumers’ anxiety post pandemic. Choices made during the pandemic reflect a shift in consumer priorities, mindsets and preferences. The study offers marketers an evidence-based foundation for understanding emerging post-pandemic consumer needs and shaping future marketing strategies. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.