Many individuals have been reluctant to follow the COVID-19 prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing) set forth by the U.S. Center for Disease Control to reduce the spread of COVID-19. In this research, we use reciprocal altruism theory to investigate the role of loneliness and its impact on compliance with these guidelines. Our findings indicate that lonely individuals are less willing to comply with COVID-19 prevention guidelines than non-lonely individuals. Process evidence suggests that this occurs as loneliness can inhibit an individual's sense of obligation to reciprocate to others. However, we demonstrate that framing information about COVID-19 through agentic (vs. communal) advertising messaging strategies can offset the negative impact of loneliness on compliance with COVID-19 prevention guidelines. Thus, marketers and policymakers may want to consider the important role of loneliness when tailoring messaging appeals that encourage compliance with COVID-19 prevention guidelines.

The present study investigates the impact of COVID-19 on Consumers' changing and based on their socio-economic backgrounds. A questionnaire survey was carried out to understand the impact of COVID-19 on consumers' affordability, lifestyle, and health awareness and how these effects influenced their buying behaviour. A total of 425 usable responses were analysed using the structural equation modelling considering as exogenous variables and and as endogenous variables. The study reveals that COVID-19 has affected the consumers in the unorganised sectors more than others and induced an increase in the demand for affordable substitutes for daily necessities. The demand for wellness and entertainment products is found to depend upon the occupation and family earning status of consumers which is jointly mediated by affordability and lifestyle changes. Further, the findings show that the demand for health and hygiene products depends on the current employment status and family earning status of consumers which is jointly mediated by affordability and awareness towards health and hygiene. The model developed in the present study allows the decision-makers to identify which segments of the population with certain socio-economic backgrounds could be targeted for wellness products and which ones could be targeted for health and hygiene products. In addition, the model provides rich insights to the managers as to what kind of product substitution would be viable in the market during the pandemic.

This research draws on protection motivation theory, temporal construal theory, and self-determination theory to understand consumption practices during a pandemic crisis by looking at the narratives of British consumers during the COVID-19 crisis. A two-stage design is adopted: the first stage adopts an exploratory strategy to identify consumption-related themes using netnography, while the second stage explores these themes further to gain a deeper insight through 13 semi-structured interviews. Three themes emerge relating to different aspects of consumption practices. These themes are found to link to the self-control research area and include consumers' self-control changing their shopping behaviour, having less self-control over unhealthy snack consumption and having less self-control concerning alcohol. These lead to changes in other consumption practices, including store format and type of shopping. Different initiatives are discussed to help retailers retain their new lockdown customers to help manufacturers provide healthier options and to help weight management businesses and the National Health Service reduce unhealthy consumption habits.

Using protection motivation theory (PMT), this study investigates the influence of cognitive assessment and affective response on customers' behavioral intention amid COVID-19 in the context of restaurants. More specifically, this research draws attention to (1) the influence of protection motivation (i.e., perceived vulnerability, perceived severity, maladaptive reward, response efficacy, self-efficacy, response cost) on hope and fear, (2) hope and fear as mediators between protection motivation and behavioral intention, and (3) diverse customer behavioral intentions that have emerged during the COVID-19 pandemic (i.e., health-focused behavior, conscious consumption, and the supporting of local businesses and products). A total of 473 completed responses were obtained through an online survey. Structural equation modeling () was employed to test the hypothesized relationships. The research model proposed in the study successfully explained the process in which individuals commit to hygienic behaviors, prioritize local restaurants, and engage in conscious consumption under the threat of COVID-19. The proposed model can be utilized in examining consumer behaviors in the hospitality industry, especially in the COVID-19 era.

Consumers showed a dramatically increased interest in contactless shopping in reaction to the COVID-19 pandemic. Based on the protection motivation theory, this study investigated how contactless shopping grew as a protectionary action against COVID-19. Findings from a nationwide online survey ( = 311) confirmed the impact of politicization of the pandemic on consumer responses for contactless shopping intention and the significance of threat and coping appraisals in taking protectionary actions. This study adds knowledge to the existing literature on contactless shopping and protection motivation theory. Results imply that retailers must invest in contactless shopping and provide an in-store shopping environment that prioritizes the health and safety of shoppers and employees to decrease the threat of virus infection during shopping. However, in doing so, retailers are recommended to develop different marketing strategies regarding contactless shopping based on consumers' political orientations.

While plastics play an important role in the safety, shelf-life, and affordability of many foods, their mismanagement as waste presents a serious environmental problem. In 2019, governments in Canada and globally were poised to take legislative action to curb the use of single-use plastics, with strong public support. However, the COVID-19 pandemic has since disrupted those initiatives as well as the public sentiment underlying them. The aim of our study is to measure changes in Canadian consumers' attitudes toward single-use plastic food packaging, from Summer 2019 to Summer 2020. The methodology relies on two, representative surveys of the Canadian population, carried out in May 2019 ( = 1,094) and in June 2020 ( = 977). Our measures explored potential impacts on consumer perceptions, driven both by new food safety concerns during the pandemic and also by increased price consciousness during a time of economic recession. We found that 55% of respondents were more concerned about food safety since COVID-19, and that 50% of respondents had become more price conscious when buying groceries. However, we found only a slight decline in motivation to reduce plastics - though with a sharper reduction among males. A stronger shift was seen in attitudes towards policy, where our results show a clear decline in support for tighter regulations or bans on single-use plastics, along with an increase in consumers' willingness to pay for biodegradable alternatives. These findings suggest a more difficult road ahead for legislative approaches, but also potential opportunities for market-based strategies and innovations in the food sector.

This study explores consumer behavior during the pandemic through the lens of social cognitive theory (SCT). Using the SCT framework and assessing the pandemic as an environmental set, this study strives to fill the gaps in the underexplored impacts of the personal processes of consumer vulnerability, resilience, and adaptability on the behavioral processes of purchase satisfaction and repurchase. The research results show that consumers are self-efficacious to a degree when it comes to purchase decision making in the context of pandemics. Vulnerability and resilience directly influence the purchase satisfaction and indirectly influence the repurchase intention via satisfaction. Furthermore, purchase satisfaction positively affects the repurchase intention. In addition, research results show that consumer adaptability to online shopping moderates the relationship between consumer resilience and purchase satisfaction. These findings have practical implications in terms of marketers' communication strategy development.

This study aims to empirically measure the distinctive characteristics of customers who did and did not order food through Online Food Delivery services (OFDs) during the COVID-19 outbreak in India. Data are collected from 462 OFDs customers. Binary logistic regression is used to examine the respondents' characteristics, such as age, patronage frequency before the lockdown, affective and instrumental beliefs, product involvement and the perceived threat, to examine the significant differences between the two categories of OFDs customers. The binary logistic regression concludes that respondents exhibiting high-perceived threat, less product involvement, less perceived benefit on OFDs and less frequency of online food orders are less likely to order food through OFDs. This study provides specific guidelines to create crisis management strategies.

Multiple government and health organizations recommend the use of warm or hot water in publications designed to educate the public on best practices for washing one's hands. This is despite research suggesting that the use of an elevated water temperature does not improve handwashing efficacy, but can cause hand irritation. There is reason to believe that the perception that warm or hot water is more effective at cleaning one's hands is pervasive, and may be one factor that is driving up unnecessary energy consumption and greenhouse gas emissions. We examine handwashing practices and beliefs about water temperature using a survey of 510 adults in the United States. The survey included measures of handwashing frequency, duration, the proportion of time an elevated temperature was used, and beliefs about water temperature and handwashing efficacy. We also estimate the energy consumed and resultant carbon dioxide equivalent emissions (COeq) in the U.S. due to the use of elevated temperatures during handwashing. Participants used an elevated temperature 64% of the time, causing 6.3 million metric tons (MMt) of COeq which is 0.1% of total annual emissions and 0.3% of commercial and residential sector emissions. Roughly 69% of the sample believed that elevated temperatures improve handwashing efficacy. Updating these beliefs could prevent 1 MMt of COeq annually, exceeding the total emissions from many industrial sources in the U.S. including the Lead and Zinc industries. In addition to causing skin irritation, the recommendation to use an elevated temperature during handwashing contributes to another major threat to public health-climate change. Health and consumer protection organizations should consider advocating for the use of a "comfortable" temperature rather than warm or hot water.

Increased intake of saturated fat and refined sugars underlies much of the problem of emerging obesity all over the world. This includes middle-income countries like Thailand, which are subject to successful marketing of Western fast foods especially targeted at adolescents. In this study we explore the socio-cultural influences on fast-food intake for non-metropolitan (rural and urban) adolescents in North East Thailand (Isan). Our questionnaire sample included 634 persons aged 15-19 years who are in and out of formal schooling and who are randomly representing upper, central and lower Isan. All were asked about their knowledge of fast-food health risks and their attitudes towards, and consumption of, fast food and traditional food. As well, we used several focus groups to obtain qualitative data to complement the information derived from the questionnaire. Some three quarters of sampled youth were aware that fast food causes obesity and half knew of the link to heart disease. About half consumed fast food regularly, induced by the appeal of 'modern' lifestyles, social events and marketing, as well as by the convenience, speed and taste. Nearly two-thirds thought that local foods should be more popular and these beliefs were more likely to be found among children from educated and urban families. Local foods already constitute a cultural resistance to fast-food uptake. We propose several methods to boost this resistance and protect the youth of Thailand against fast food and its many adverse health consequences.