Suddenly the fear goes with shopping

Kassel, 17.06.2021 -  At the onset of the Corona pandemic, consumers' shopping behavior and perceptions of space in stores changed significantly. The study by Dr. Katrin Zulauf, Felipe Schneider Cechella and Prof. Dr. Ralf Wagner investigates the relationship between perceived risk, changes in shopping behavior and feelings about shopping. So far, only a few studies have dealt with shopping in extreme situations. These usually take a one-sided perspective and explain panic buying and stockpiling.

Researchers at the University of Kassel conducted interviews in Brazil-with a devastating Corona outbreak-and Germany-with a moderate pandemic. The results provide insights into the changing buying behavior and feelings of shoppers during this extreme situation. The researchers provide new explanations that explain the change in shopper behavior and the differences in behaviors and motives in Brazil and Germany. The study offers clues on how stores can make shopping a pleasant experience again.

Katrin Zulauf, F. Schneider Cechella & R. Wagner (2021): The bidirectionality of buying behavior and risk perception: an exploratory study, The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2021.1936596.