Consumption practices during the COVID‐19 crisis

Abstract

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.