The pandemic consumer response: a stockpiling perspective and shopping channel preferences

Papagiannidis, Savvas ORCID logoORCID:, Alamanos, Eleftherios ORCID logoORCID:, Bourlakis, Michael ORCID logoORCID: and Dennis, Charles ORCID logoORCID: (2022) The pandemic consumer response: a stockpiling perspective and shopping channel preferences. British Journal of Management . ISSN 1045-3172 [Article] (Published online first) (doi:10.1111/1467-8551.12616)

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Covid-19 has changed consumer behaviour, probably forever. Initial consumer stockpiling led to stockouts, threat and uncertainty for consumers. To overcome shortages, consumers expanded their use of channels and many consumers started buying online for the first time. In this paper, we aim to address important research gaps related to consumer behaviour during the pandemic and especially stockpiling. Our paper starts by presenting the findings of our pre-study, which used social media to elicit or confirm potential constructs for our quantitative models. These constructs complemented the protection motivations theory to explain stockpiling behaviour, forming the basis for study 1, the stockpiling preparation stage and study 2, the effects of the Covid-19 pandemic disruptor on customer service logistics and lockdown shopping channel preferences. For studies 1 and 2 we gathered data via a UK online panel-structured questionnaire survey (n = 603). Results confirm that consumer-driven changes to supply chains emanate largely from consumer uncertainty. Lockdown restrictions led to consumers feeling socially excluded, but enhanced consumers’ positive attitudes towards shopping online and increased consumers’ altruism. In response, consumers stockpiled by visiting physical stores and/or ordering online. Lockdown restrictions led to feelings of social exclusion but, importantly, stockpiling helped to minimize consumer anxiety and fear and even increase wellbeing.

Item Type: Article
Sustainable Development Goals:
Keywords (uncontrolled): Management of Technology and Innovation, Strategy and Management, General Business, Management and Accounting
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 35212
Notes on copyright: © 2022 The Authors. British Journal of Management published by John Wiley & Sons Ltd on behalf of British Academy of Management.
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
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Depositing User: Charles Dennis
Date Deposited: 06 Jun 2022 14:36
Last Modified: 13 Jun 2022 10:44

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