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Article

The Impact of Quarantine on Food Consumption During Public Health Emergencies

by
Shan Jin
,
Yan Yang
*,
Junyan Zhang
and
Fengjie Jing
School of Business, East China University of Science and Technology, Shanghai 200237, China
*
Author to whom correspondence should be addressed.
Sustainability 2025, 17(12), 5517; https://doi.org/10.3390/su17125517
Submission received: 28 March 2025 / Revised: 3 June 2025 / Accepted: 13 June 2025 / Published: 16 June 2025
(This article belongs to the Topic Challenges and Future Trends of Digital and Sustainable Marketing and Consumer Choices)
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Abstract

:
The coronavirus disease (COVID-19) pandemic has prompted scholars to investigate the consumption phenomena during public health emergencies. Nonetheless, there remains a limited understanding of how quarantine measures influence consumer behavior, particularly in relation to food consumption. This study employed five studies to examine the impact of quarantine on consumers’ food consumption choices (hedonic consumption) through the lens of emotion regulation and attribution theories. The findings revealed the following: (1) Quarantine measures during public health emergencies encourage consumers’ hedonic consumption. (2) Quarantined individuals exhibit heightened deservingness compared with those who are not quarantined, leading to an increased willingness for hedonic consumption; (3) Furthermore, individuals in voluntary quarantine demonstrated stronger deservingness than those in mandatory quarantine, resulting in a greater propensity for hedonic consumption; (4) Resilience moderated the effect of quarantine on hedonic consumption. Individuals with low resilience exhibited stronger deservingness and were more inclined to indulge during quarantine than their high-resilience counterparts, who showed no significant differences between quarantine and non-quarantine conditions during public health emergencies; (5) The interactive effect of deservingness and self-control influenced consumers’ hedonic consumption choices during quarantine events. Specifically, individuals with high self-control abilities mitigate the impact of quarantine on unhealthy consumption, providing insights for developing interventions to improve mental health and sustainable allocation of consumption resources during public health crises.

1. Introduction

In April 2022, Shanghai witnessed a sudden and significant outbreak of coronavirus disease 2019 (COVID-19), necessitating the implementation of stringent quarantine measures to mitigate further transmission of the virus. In this unconventional battle against the pandemic, cola emerged as a form of “hard currency.” According to the Hierarchy of Needs in Quarantine Theory [1], people’s needs have been impacted differently and to varying extents by the pandemic. For example, cola is positioned at the apex, followed by indulgent consumables, such as cakes, KFC fast food, chocolate, and ice cream, which also have significant appeal. Psychology research indicates that individuals under stress are often compelled to engage in behaviors that their brains associate with pleasure, and these activities frequently prove ineffective in alleviating stress [2]. During such times, the brain directs individuals toward the pursuit of perceived “rewards” [2]. Furthermore, stress has been shown to influence consumption patterns [3], leading individuals to engage in riskier behaviors [4], make impulsive purchases of unanticipated products [5], reduce their willingness to spend [6], and make detrimental lifestyle choices such as increased alcohol consumption and smoking [7]. While these studies explain the general effects of stress on indulgent consumption, they do not examine specific stressful situations, such as indulgent consumption behaviors during quarantine, in the context of a pandemic.
Recent research has identified that quarantine during public health emergencies can precipitate a range of intense negative emotions among those affected. Individuals may experience feelings of frustration, boredom, and anger resulting from the limitations imposed on their activities [8]. Furthermore, concerns regarding health can lead to heightened anxiety and depression [9], as well as fear of illness [10]. The impact of different types of quarantine varies in both nature and intensity. For instance, individuals subjected to longer periods of quarantine are more likely to develop symptoms of post-traumatic stress than those in shorter quarantine situations [11]; those in enforced quarantine experience more anxiety and depression than those who quarantine voluntarily [10]; and individuals under home quarantine may feel more guilt, as they impose additional stress on healthy members of their families and communities compared to those in designated quarantine facilities [10]. Additionally, quarantine can evoke positive emotions such as feelings of gratitude for survival, satisfaction, and happiness arising from close interpersonal relationships [12]. Negative emotions generated by pandemic-related isolation are a significant source of stress and can lead to sleep disturbances among quarantined individuals [13], influence health information-seeking behaviors [14], alter lifestyles, and increase alcohol and tobacco consumption [15]. Moreover, quarantine can have a substantial impact on consumer behavior [16,17,18]. For instance, an increase in the purchase of protective items [16] and a rise in survival-oriented consumption have been observed, whereas developmental consumption has decreased [17]. Currently, studies on the impact of quarantine on consumer behavior primarily rely on theoretical research, survey statistics, or correlational analyses with an in-depth exploration of the specific mechanisms involved.
Based on emotion regulation theory, quarantine during public health emergencies constitutes a negative experience, and stress is induced by external factors, thereby providing greater deservingness to hedonic consumption [19,20]. Deservingness refers to the judgment of whether a person “deserves to be treated in a certain way” (2010 New Oxford American Dictionary). Stress arising from quarantine during public health emergencies differs from other negative emotions in its influence on hedonic consumption. Previous studies of the impact of negative emotions on hedonic consumption can be categorized into two main perspectives. One perspective posits that negative emotions reduce hedonic consumption through self-deprecation [21,22], whereas others suggest that negative emotions increase hedonic consumption through regulation [19,20]. However, quarantine during public health emergencies represents a unique stress context characterized by fear and anxiety related to illness and heightened attention to health information, leading to different mechanisms affecting hedonic consumption [13]. According to emotional regulation theory and compensatory psychology, consumers’ willingness to purchase hedonic foods increases significantly when they feel a sense of entitlement [19]. Meanwhile, attribution theory suggests that to reduce self-blame and guilt, consumers activate a psychological mechanism of self-reward, influencing hedonic consumption [20]. Various types of quarantines also produce differing effects on hedonic consumption, which is the primary focus of this study.
Consumer perceptions and individual resilience significantly affected sustainable purchasing decisions during public health events [2,23]. This research is based on a real stress context, namely, the COVID-19 pandemic, to investigate the effects of different quarantine types on consumers’ hedonic food consumption during public health emergencies and reveal the mediating role of deservingness and the moderating role of resilience. This study enriches the understanding of the influence of stress on specific consumer behaviors. By understanding these mechanisms, we can obtain more detailed insights into how consumers respond to stress in a particular situation. The results of this study are significant for policymakers, health professionals, and marketers, as they highlight the need for targeted interventions that can promote healthier consumption patterns among consumers during public health events, such as the COVID-19 pandemic. Future research could focus on examining resource allocation and sustainable supply in response to consumption changes during health crises and investigate the differences in isolation behaviors across diverse cultural contexts.

2. The Literature Review and the Research Hypotheses

2.1. Quarantine and Consumer Behavior

Quarantine is typically regarded as an unpleasant experience that causes considerable psychological distress in individuals [24]. From the perspective of physiological and psychological mechanisms, when an individual feels stress, the body initiates a stress response, and the brain releases stress hormones that lead to tension and anxiety [25]. The brain looks for behaviors that bring pleasure in order to alleviate this state. These behaviors may originate from past experiences, such as snacking or shopping, as these activities stimulate the brain to release dopamine, which produces a sense of pleasure [26]. However, these behaviors usually provide only short-term emotional relief and do not address underlying problems [2]. In the long run, they can lead to new problems, such as health problems or financial burdens, creating a vicious cycle [27]. Therefore, people need to find healthier and more effective ways to cope with stress [2]. Along with the COVID-19 outbreak, scholars have begun to pay extensive attention to the negative effects of public health emergencies and the phenomenon of consumption as a result of personal stress. However, little is known about how the isolation of public health emergencies affects specific consumption behaviors. Therefore, this study aims to fill this research gap by exploring in-depth how isolation affects consumers’ food consumption choices, especially indulgent consumption behavior. By understanding this mechanism of influence, we can better predict and explain consumer behavior patterns during similar public health emergencies, thereby providing a scientific basis for policymaking and mental health interventions.
During the quarantine period, people’s daily routines were disrupted, social activities decreased, and they faced concerns about their own and others’ health, as well as fear about the uncertainty of the future. These factors contribute to a considerable increase in stress and anxiety levels [2]. From the perspective of emotional regulation theory, prolonged isolation confines people to relatively confined spaces, limits their daily activities, and makes life relatively monotonous and boring, leading to low mood and various negative emotions, such as anxiety, irritability, and boredom [19]. The ingestion of hedonic foods has been demonstrated to function as a regulatory mechanism for emotional responses, thereby enhancing the quality of daily life and contributing to the restoration of emotional balance [28]. For instance, after several days of continuous rain, a delicious meal has been shown to instantly improve one’s mood and restore a sense of the beauty of life [8]. Even in the absence of overt negative emotions, individuals may still crave positive emotional experiences during periods of isolation owing to the lack of conventional social interaction and the absence of life’s usual sources of joy [20]. The notion of pleasure-seeking food is commonly perceived as a fundamental form of reward and enjoyment, with the capacity to engender feelings of fulfillment and happiness in individuals [28]. For instance, following a day of remote work or study, individuals may choose to indulge in a delicious hot-pot meal, thereby providing themselves with a positive psychological cue that they are still capable of finding joy and satisfaction despite experiencing a challenging sense of isolation.
Moreover, individuals often attribute the decline in quality of life and imposition of restrictions on freedom during quarantine to external factors [19]. This negative attribution prompts them to adopt emotion-focused coping strategies for emotional regulation, resulting in the selection of unhealthy or hedonic foods characterized by their appealing taste and pleasurable effects, which have emerged as a preferred choice during quarantine [19]. These indulgent foods can rapidly stimulate the brain to release neurotransmitters, such as dopamine, thereby providing temporary sensations of pleasure and relaxation, which help alleviate stress and anxiety [26]. For example, when individuals experience anxiety, eating a piece of chocolate or drinking a cup of milk tea may temporarily help them forget their worries and achieve mental and physical relaxation. Additionally, indulgent foods can serve as a diversion, enabling individuals to momentarily escape feelings of boredom and loneliness [27]. For instance, pairing delectable snacks while watching movies or television shows can help individuals immerse themselves in the experience, thereby reducing their focus on solitary environments. Since individuals perceive these negative emotions as being caused by external factors rather than personal reasons, they develop a strong inclination to seek compensation and alleviate their emotions, rendering indulgent foods a straightforward and effective means of regulation. Therefore, we propose the following hypothesis:
H1. 
Individuals subjected to quarantine during public health emergencies are inclined to engage in hedonic consumption behaviors.

2.2. The Mediating Role of Deservingness

Deservingness is defined as an individual’s subjective judgment and perception of whether they are deserving of a certain positive or negative outcome, treatment, or resource. This cognitive evaluation entails an introspective assessment of one’s personal value and the rights one perceives as being entitled to in a given context [29]. Specifically, when positive behavior results in positive outcomes or negative behavior results in negative outcomes, individuals tend to believe that these outcomes are deserved [30]. Conversely, if positive behavior leads to negative outcomes or negative behavior leads to positive outcomes, these outcomes are perceived as undeserved [30]. In recent years, psychological and sociological studies have attracted considerable attention. These studies have indicated a close association between deservingness and personal values, a sense of responsibility, social identity, and interpersonal relationships [29]. For instance, research has demonstrated that individuals’ responses to the success or failure of others are contingent on their perception of the outcome as merited [31,32]. Furthermore, deservingness has been demonstrated to influence assessments of criminal punishment or judgments of the appropriateness of punishment [29]. Compared with those with lower endowments, those with higher endowments believe themselves to have greater entitlement to lie [21]. However, in the field of marketing, research on deservingness is relatively scarce and insufficiently detailed. Most extant studies have primarily focused on the impact of deservingness at the individual level on consumer behavior, such as self-reward, self-esteem, perceptions of fairness, and retaliatory tendencies [33,34,35]. Despite the evidence that deservingness exerts a significant influence on consumer behavior in a variety of contexts, research on the interaction of contextual factors and dynamic changes in deservingness across different contexts remains limited, particularly with regard to the mechanisms that are in operation in the specific context of isolation.
During quarantine, individuals frequently encounter negative emotions owing to limitations in mobility and freedom. From the perspective of emotion regulation, these adverse experiences can be conceptualized as a form of ‘sacrifice’ [35]. Within the theoretical framework of compensatory psychology, individuals may develop a sense of deservingness, prompting them to seek self-comfort through the consumption of pleasurable foods to mitigate these negative emotions [19,30]. Furthermore, according to attribution theory, individuals may unconsciously perceive that by adhering to epidemic prevention regulations during isolation, they have contributed to epidemic prevention and control, thereby justifying the belief that they deserve some form of reward [20,35]. Given that hedonic foods are readily accessible as a form of reward, they have become a preferred choice for many individuals.
Driven by a sense of deservingness, consumers are more inclined to select foods high in calories, fat, and sugar, such as cakes, ice cream, and chocolate [36]. These items are frequently linked to indulgence and pleasure, offering immediate gratification of cravings and a temporary sense of joy, thereby compensating for perceived ‘losses’ experienced during periods of isolation [19]. Hedonistic consumption is always associated with negative evaluations, such as a lack of self-control and impulsiveness. Consumers must justify their hedonistic consumption choices, for example, by citing discounts as a reason [37,38]. When a choice appears unjustifiable, consumers are less likely to engage in it [39]. This reduces consumers’ negative self-attributions, feelings of guilt [40], and hedonic consumption, which further influences hedonic consumption. Accordingly, we propose the following hypothesis:
H2. 
Deservingness mediates the relationship between quarantine during public health emergencies and hedonic consumption.

2.3. Types of Quarantine and Hedonic Consumption

Based on the initiation of quarantine, these types can be categorized as voluntary or mandatory quarantine [10]. Voluntary quarantine refers to individuals who opt to isolate themselves for the health and well-being of both themselves and others, reflecting altruistic tendencies [8]. Research conducted by Mukhopadhyay and Johar (2009) indicated that when consumers have previously exercised restraint, they may reward themselves by opting for hedonic consumption instead of non-hedonic consumption [41]. Furthermore, Chang and Chu (2020) suggest that altruistic behavior can enhance hedonic consumption [42]. Therefore, individuals under voluntary quarantine, owing to their altruistic inclinations, believe that they should reward themselves, thereby increasing their sense of deservingness and predisposing them to hedonic consumption. By contrast, mandatory quarantine refers to a situation in which individuals are compelled to isolate themselves through enforced measures. This approach is often accompanied by reminders that individuals have a responsibility and obligation to quarantine themselves. Scott and Nenkov (2016) demonstrated that reminding consumers of their responsibility for their consumption can diminish their sense of deservingness, subsequently leading to a reduction in hedonic consumption [43]. Consequently, individuals under mandatory quarantine were less likely to engage in hedonic consumption. Therefore, we propose the following hypothesis:
H3. 
Different types of quarantine exert varying effects on hedonic consumption. Compared to individuals in mandatory quarantine, those in voluntary quarantine exhibit a greater propensity to engage in hedonic consumption. Deservingness also mediates the effect of quarantine type on hedonic consumption.

2.4. The Moderating Role of Resilience

Resilience refers to an individual’s capacity to maintain a positive and psychologically healthy state when confronted with difficulties, stress, and adversity [44]. Individuals with high resilience exhibit core psychological traits such as acceptance of change, perseverance, optimism, planning, and proactive action [44]. In the face of adversity, these individuals tend to counter negative emotions by generating positive emotions or experiencing fewer negative emotions overall [45]. Additionally, during adversity and stress, highly resilient individuals remain committed to their goals, formulate plans, and steadily implement them [44]. During quarantine in public health emergencies, highly resilient individuals are less affected by negative emotions; they maintain a positive outlook and focus on long-term health objectives, leading to a diminished sense of deservingness and a reduced inclination toward hedonic consumption. Conversely, individuals with low resilience are more susceptible to the effects of quarantine, resulting in an elevated sense of deservingness and a greater propensity for hedonic consumption. Thus, we propose the following hypothesis:
H4. 
Resilience moderates the relationship between quarantine during public health emergencies and hedonic consumption.
Compared with individuals with high resilience, those with low resilience experienced a stronger sense of deservingness during quarantine and were more inclined to engage in hedonic consumption. There were no significant differences observed in hedonic consumption among individuals with high resilience in quarantine and control situations during public health emergencies.

2.5. The Moderating Role of Self-Control

Self-control is an individual’s ability to manage his or her own behavior, emotions, and impulses to conform to long-term goals and social expectations, and is one of the key traits of human psychological adaptation [46]. It involves resisting temptation, delaying gratification, and regulating emotions and behaviors and has important implications for an individual’s psychological well-being, interpersonal relationships, and life achievement [47]. Self-control, a malleable psychological ability, has a broad and far-reaching impact on mental health, social functioning, and life achievements. By developing and enhancing self-control, individuals can achieve long-term goals more effectively, overcome short-term temptations, and succeed in complex social environments [46,47]. Individuals with high self-control are less affected by negative emotions in the context of isolation from public health emergencies. They maintain a positive attitude and focus on long-term health goals, leading to a lower sense of entitlement and reduced tendency toward hedonic consumption [48]. By contrast, individuals with low self-control are more susceptible to the effects of isolation, leading to an increased sense of entitlement and a greater tendency toward hedonic consumption. Therefore, we propose the following hypothesis:
H5. 
Self-control moderates the relationship between quarantine and hedonic consumption during public health emergencies.
Individuals with low self-control have a stronger sense of entitlement during quarantine and are more likely to engage in hedonic consumption than individuals with high self-control. During public health emergencies, there were no significant differences in hedonic consumption between quarantine and control situations among individuals with high levels of self-control.

2.6. Research Overview

Five studies were conducted to validate our hypotheses. Study 1 initially explored the impact of quarantine on hedonic food consumption. Study 2 employed different measurements of hedonic consumption to further verify the robustness of the results of Study 1 and test the mediating role of deservingness in the relationship between quarantine and hedonic consumption. Study 3 investigated the effects of different quarantine methods on hedonic consumption and the mediating role of deservingness in this relationship. Study 4 examined the moderating role of resilience in the impact of quarantine on hedonic consumption. Study 5 verified the effect of the interaction between entitlement and self-control on indulgent consumption. The conceptual framework of the present research is shown in Figure 1.

3. Study Design and Results Analysis

3.1. Study 1

Study 1 employed a quasi-experimental methodology primarily aimed at verifying Hypothesis 1 and exploring the impact of quarantine on hedonic consumption. To mitigate the influence of food appearance, we used two identical images of milkshakes accompanied by different textual descriptions to measure hedonic consumption [49].

3.1.1. Study Design

This study used a between-subjects design with a single factor (quarantine vs. control). A total of 200 participants were recruited from Credamo, an online survey platform (https://www.credamo.com/), excluding individuals who had restrictions on sugary foods (e.g., those with diabetes) and those who did not meet the requirements of this study (e.g., those who did not provide the required information). This resulted in 183 valid samples from all around China (Nquarantine = 90, Ncontrol = 93, 68.3% female, Mage = 29.15 years).

3.1.2. Procedure

Given the challenges of manipulating quarantine status and its close relationship with real-world contexts, we used a quasi-experimental research approach and a recall method to ensure external validity. Participants were first required to answer questions regarding their quarantine status and were then assigned to appropriate groups based on their responses. Participants in the quarantine group were asked to recall and describe their work and living conditions during the quarantine period, as well as the changes and feelings that quarantine caused. The participants in the control group were asked to recall and describe their daily work, life experiences, and associated feelings. We then measured participants’ levels of anxiety and the extent to which they felt their freedom was restricted on a seven-point Likert scale (1 = not at all, 7 = extremely).
Next, participants engaged in a seemingly unrelated food choice task [49], in which they were presented with the following text description: “Which of the two desserts below would you choose?” Image 1: Extra-thick cream milkshakes. Image 2: Sugar-free, fat-free milkshake (1 = definitely choose extra-thick-cream milkshake, 9 = definitely choose sugar-free, fat-free milkshake). Participants then viewed two identical milkshake images. Finally, participants responded to questions regarding their age, gender, educational background, dietary restrictions, and whether they practiced strict health management.

3.1.3. Results Analysis

Manipulation Check

The results of the independent samples t-test indicated that participants in the quarantine group reported significantly higher levels of anxiety compared to those in the control group (t = 3.15, p = 0.002, Mquarantine = 4.96, Mcontrol = 4.28) and a greater sense of restricted freedom (t = 6.14, p = 0.000, Mquarantine = 5.56, Mcontrol = 4.05).

Hedonic Food Consumption

Compared to the control group, participants in the quarantine group demonstrated a higher propensity to select extra-thick-cream milkshakes, suggesting an increased tendency for hedonic consumption (t = −2.24, p = 0.026, Mquarantine = 5.32, Mcontrol = 6.26). Hypothesis 1 was thus validated.

3.2. Study 2

Study 2 used a different measurement of hedonic consumption [26] to revalidate the impact of quarantine on hedonic consumption during public health emergencies (H1), further validating the mediating role of deservingness (H2).

3.2.1. Study Design

This study employed a between-subjects design with a single factor (quarantine vs. control). A total of 200 participants were recruited from the Credamo platform (which is different from the participants in Study 1), excluding 19 individuals who had restrictions on sugary foods (e.g., diabetes patients) and 8 participants whose responses were not completed as required, resulting in 173 valid samples (Nquarantine = 89, Ncontrol = 84, 69.4% female, Mage = 29.12 years).

3.2.2. Procedure

As in Study 1, 200 participants were selected based on their quarantine status, including individuals in quarantine and those who were not. Participants in the quarantine group were asked to describe their work and life situations during quarantine, along with the changes and feelings brought about by quarantine. The participants in the control group were asked to describe their daily work, life, and feelings. Subsequently, the levels of anxiety experienced by participants and the extent to which they felt their freedom was restricted were measured using a seven-point Likert scale (1 = not strong at all, 7 = extremely strong).
Then, borrowing from Cavanaugh (2014) [50], deservingness was measured using four items under a seven-point Likert scale (e.g., “To what extent do you feel you deserve to reward yourself?”; “To what extent do you feel you deserve to treat yourself?”; 1 = not deserving at all, 7 = very deserving) for both groups of participants.
Next, following Gardner’s (2014) [28] research design, both groups of participants were shown the same two menus, each containing eight types of food, with six foods (e.g., rice and peanut oil) being the same and the other two being different. The last two foods on Menu A, apples and oatmeal bars, were healthy options; the last two foods on Menu B were cake and chocolate bars, which were hedonic options. Participants were asked to indicate the likelihood of choosing Menu A or B (1 = definitely Menu A, 7 = definitely Menu B). Finally, participants were required to answer questions regarding their age, gender, education level, dietary restrictions, and adherence to strict health management practices.

3.2.3. Results Analysis

Manipulation Check

The results of the independent samples t-test showed that participants in the quarantine group experienced significantly higher levels of anxiety compared to those in the control group (t = 3.30, p = 0.001, Mquarantine = 4.97, Mcontrol = 4.24) and a greater sense of restricted freedom (t = 6.52, p = 0.000, Mquarantine = 5.62, Mcontrol = 4.00).

Hedonic Food Consumption

Compared to the control group, participants in the quarantine group were more willing to choose Menu B (cake and chocolate bars), showing a greater tendency toward hedonic consumption (t = 2.04, p = 0.043, Mquarantine = 4.62, Mcontrol = 3.70). This further validates Hypothesis 1.

Mediation Analysis

Using quarantine status as the independent variable, deservingness as the mediating variable, and hedonic consumption as the dependent variable, a mediation analysis was conducted using the SPSS 26 PROCESS Model 4. The results indicated that quarantine during public health emergencies increased deservingness (p = 0.029), with a regression coefficient of −0.28; deservingness positively affected hedonic consumption (p = 0.001), with a regression coefficient of 0.85. The indirect effect was significant (β = −0.23, SE = 0.14, 95% bias-corrected CI = [−0.56, −0.01]); the direct effect was not significant (β = −0.65, SE = 0.43, p = 0.13, 95% bias-corrected CI = [−1.51, 0.20]). Therefore, deservingness played a mediating role in the impact of quarantine on hedonic consumption during public health emergencies, thus validating Hypothesis 2.

3.3. Study 3

Study 3 investigated the impact of different quarantine methods on hedonic consumption and the mediating role of deservingness in the relationship between quarantine methods and hedonic consumption (H3). Furthermore, research has shown that perceived scarcity increases the willingness to purchase hedonic goods (compared with utilitarian goods) [51]. To eliminate the influence of perceived scarcity on the results, we selected different cooking methods for the same ingredient (fish) in Study 3.

3.3.1. Study Design

Study 3 employed a research design based on quarantine methods (voluntary quarantine vs. mandatory quarantine vs. control). We recruited an additional 200 participants from the Credamo platform (https://www.credamo.com/), excluding vegetarians and samples that were not completed as required, resulting in 180 valid samples (Nvoluntary = 48, Nmandatory = 57, Ncontrol = 75, 65.6% female, Mage = 29.72 years).

3.3.2. Procedure

Participants were divided into a voluntary quarantine group, a mandatory quarantine group, or a control group based on the statistics of the quarantine method (voluntary quarantine, mandatory quarantine), quarantine location, and category of health status (confirmed, close contact, secondary contact, healthy). Under the voluntary quarantine condition, participants were required to describe their work–life status during voluntary quarantine, the changes brought about by quarantine, and their feelings (over 30 words). Under the mandatory quarantine condition, participants were asked to describe their work–life status during mandatory quarantine, the changes brought about by quarantine, and their feelings (over 30 words). In the control condition, participants were required to describe their daily work, life, and feelings (over 30 words). Anxiety levels and degrees of perceived restriction of freedom were measured in the three groups of participants. Following this, deservingness was measured for participants, as in Study 2.
Subsequently, participants continued to engage in seemingly unrelated product-choice tasks [40]: “Which of the two equally priced foods would you choose as your meal later? Picture 1 was fish fillet salad; Picture 2 was fish and chips (1 = absolutely fish fillet salad, 9 = absolutely fish and chips).” Participants then viewed the two food images. Finally, they answered questions regarding age, gender, education level, dietary restrictions, etc.

3.3.3. Results Analysis

Manipulation Check

The ANOVA results showed no significant differences between the voluntary quarantine group and the mandatory quarantine group in terms of anxiety level (Mvoluntary = 5.10, Mmandatory = 4.88, p > 0.05) and perceived restriction of freedom (Mvoluntary = 5.73, Mmandatory = 5.39, p > 0.05), but both were higher than the control group (Manxiety = 4.17, Mfreedom = 3.89) and showed significant differences.

Hedonic Food Consumption

The results indicated significant differences in hedonic food choices among the three groups (Mvoluntary = 6.31, SD = 0.41; Mmandatory = 4.98, SD = 0.41; Mcontrol = 4.84, SD = 0.35; F(2, 177) = 3.93, p = 0.021). The voluntary quarantine group was more willing to choose fish and chips than the mandatory quarantine group (p < 0.05) and the control group (p < 0.01), indicating a greater tendency for hedonic consumption, with no significant difference between the mandatory quarantine group and the control group (p > 0.05); Hypothesis 3 was verified.

Mediation Analysis

With the quarantine method as the independent variable, deservingness as the mediating variable, and hedonic consumption as the dependent variable, mediation analysis was conducted using the SPSS 26 PROCESS Model 4. The results showed that moving from voluntary quarantine to mandatory quarantine to control decreased deservingness (p = 0.027), with a regression coefficient of −0.16. Deservingness positively influences hedonic consumption (p = 0.004), with a regression coefficient of 0.59. The indirect effect was significant (β = −0.10, SE = 0.07, 95% bias-corrected CI = [−0.26, −0.001]); the direct effect was significant (β = −0.60, SE = 0.28, p = 0.032, 95% bias-corrected CI = [−1.14, −0.05]). Thus, deservingness mediates the effect of quarantine methods on hedonic consumption.

3.4. Study 4

Study 4 verified the moderating effect of resilience in the context of quarantine during a sudden public health event and hedonic consumption (H4). The quarantine manipulation was the same as in Study 1, and the measurement of hedonic consumption was the same as in Study 2.

3.4.1. Study Design

Study 4 employed a quarantine (quarantine vs. control) × resilience (high vs. low) research design. We recruited 200 participants from Credamo, an online survey platform (https://www.credamo.com/), excluding vegetarians and samples that were not filled out as required (e.g., control group descriptions related to epidemic control quarantine), resulting in 193 valid samples (Nquarantine = 99, Ncontrol = 94, 65.8% female, Mage = 29.96 years).

3.4.2. Procedure

The selection of subjects was the same as that in Study 1. Based on the quarantine status of the participants, we selected 100 participants from among those in quarantine and 100 from among those not in quarantine (200 in total). Subjects in the quarantine group were asked to describe their work–life status during the quarantine due to the epidemic, the changes brought about by the quarantine, and their feelings (over 30 words). Participants in the control group were asked to describe their daily work, life, and feelings. Subsequently, the participants’ anxiety levels and degrees of perceived restriction of freedom were measured using a seven-point Likert scale (1 = not strong at all, 7 = extremely strong).
Participants were then required to complete the resilience measurement items. The resilience measurement drew on the research of Connor and Davidson (2004) [52], using a seven-point Likert scale for “Coping with stress makes me feel strong (1 = strongly disagree, 7 = strongly agree)” for measurement. The measurements for deservingness and hedonic consumption were the same as in Study 2. Finally, the subjects answered questions regarding age, gender, education level, dietary restrictions, etc.

3.4.3. Results Analysis

Manipulation Check

The results of the independent samples t-test indicated that participants in the quarantine group experienced a higher degree of anxiety than those in the control group (t = 3.74, p = 0.000, Mquarantine = 5.02, Mcontrol = 4.23) and a higher degree of perceived restriction of freedom (t = 6.47, p = 0.000, Mquarantine = 5.62, Mcontrol = 4.06).

Mediation Analysis

Compared with the control group, individuals in the quarantine group had a stronger sense of deservingness (t = 2.47, p = 0.014, Mquarantine = 5.76, Mcontrol = 5.48). A mediation effect test was conducted with quarantine as the independent variable, deservingness as the mediating variable, and hedonic consumption as the dependent variable (the method was the same as in Study 1). The results indicated that quarantine during a sudden public health event increased deservingness (p = 0.014), with a regression coefficient of −0.28; deservingness positively influenced hedonic consumption (p = 0.010), with a regression coefficient of 0.70. The indirect effect was significant (β = −0.19, SE = 0.12, 95% bias-corrected CI = [−0.47, −0.02]); the direct effect was not significant (β = −0.82, SE = 0.42, p = 0.051, 95% bias-corrected CI = [−1.65, 0.007]). Therefore, deservingness mediates the impact of quarantine on hedonic consumption during a sudden public health event, further verifying Hypothesis 2.

Moderated Mediation Analysis

A moderated mediation analysis was conducted using the SPSS 26 PROCESS Model 7, revealing that the effect of quarantine on deservingness was moderated by resilience (the interaction term between quarantine and resilience was significant, p = 0.002), and deservingness played a mediating role in the effect of quarantine on hedonic consumption (b = 0.70, SE = 0.27, p = 0.0096, 95% bias-corrected CI = [0.17, 1.23]). As shown in Figure 2, for individuals with low resilience, quarantine could promote hedonic consumption compared to the control group (b = −0.43, SE = 0.25, 95% bias-corrected CI = [−1.02, −0.06]); for individuals with high resilience, there was no significant difference in hedonic consumption between the quarantine and control groups (b = 0.05, SE = 0.10, 95% bias-corrected CI = [−0.15, 0.25]). Thus, the moderated mediation effect model was established (b = 0.18, SE = 0.11, 95% bias-corrected CI = [0.008, 0.45]), verifying Hypothesis 4.

3.5. Study 5

The purpose of Study 5 was to conduct a rigorous investigation of the boundary conditions of the effect of deservingness during a sudden public health event (compared to an ordinary daily event) and hedonic consumption, as well as the associated mechanism of action. This experiment tested the effect of the interaction between deservingness and self-control on hedonic consumption during a sudden public health event (H5). To this end, we used a simulated situation method to manipulate isolation and a choice task to test the preference between two product options: ordinary food and healthier food.

3.5.1. Study Design

Study 5 employed a quarantine (quarantine vs. control) × self-control (high vs. low) between-subjects design. We recruited 200 participants through the Credamo platform (https://www.credamo.com/, accessed on 8 May 2025), and all participants passed the attention check (Nquarantine = 100, Ncontrol = 100, 59.5% female, Mage = 29 years, SD = 9.36).

3.5.2. Procedure

First, the participants engaged in a quarantine manipulation task adapted from Huang et al. (2018) [53], which was presented as an exploration of life experiences in the form of pictorial stimuli. Participants were randomly assigned to two sets of picture scenarios (isolation quarantine sites vs. daily outings) and were asked to imagine themselves in the scenarios or situations depicted in the pictures and describe the events they saw, the condition of the people, and their personal feelings according to their own real feelings (over 30 words). Following completion of the writing task, participants were asked to complete a check on anxiety levels and the degree of perceived restriction of freedom (equivalent to that used in Study 1).
Participants were then asked to complete a self-control scale. The self-control measurement was based on the research of Morean (2014) [54] and used a seven-point Likert scale across seven topics, such as “I can resist temptation well” (1 = not at all, 7 = completely compatible; Cronbach’s α = 0.93; Morean, 2014) for measurement [54]. The measures of deservingness and hedonic consumption were the same as in Study 2. Finally, the participants were presented with a hedonic product choice task, similar to Study 1, and a demographic survey.

3.5.3. Results Analysis

Manipulation Check

A one-way ANOVA confirmed the effective manipulation of quarantine, revealing that the quarantine group reported a significantly higher degree of anxiety compared to the control group (Mquarantine = 4.92, SD = 1.50, Mcontrol = 3.06, SD = 1.62, F(1, 199) = 71.08, p < 0.001) and a higher degree of perceived restriction of freedom (Mquarantine = 5.52, SD = 1.68, Mcontrol = 3.22, SD = 1.71, F(1, 199) = 92.43, p < 0.001).

Hedonic Food Consumption

A regression analysis of hedonic consumption with consumer quarantine isolation event (1 = quarantine group, 2 = control group), self-control (mean-centered), and the interaction of these two factors as independent variables revealed a significant interaction effect (b = −1.13, SE = 0.13, t(200) = −8.63, p < 0.001) (see Figure 3). The main effect of quarantine (b = −0.60, SE = 0.30, t(200) = −1.98, p = 0.049) was also significant. Consistent with our prediction, participants with low self-control (−1 SD) reported lower hedonic product preferences after experiencing the quarantine isolation event (vs. control) (b = −2.87, SE = 0.53, t(200) = −5.46, p = 0.000). There was no such difference for those with high self-control (+1 SD) (b = −0.22, SE = 0.60, t(200) = −0.38, p = 0.71).

Mediation Analysis

Compared with the control group, individuals in the quarantine group had a stronger sense of deservingness (t = 2.97, p = 0.003, Mquarantine = 5.80, Mcontrol = 5.48). A mediation effect test was conducted with quarantine as the independent variable, deservingness as the mediating variable, and hedonic consumption as the dependent variable. To examine whether deservingness guided the effect of quarantine on hedonic consumption, we followed Hayes’s (2022) [55] Model 4 bootstrapping procedure, using 5000 resamples with replacement, with a confidence interval of 95%. As expected, deservingness played a mediating role in influencing hedonic consumption behavior. The results showed that the total effect of quarantine on hedonic consumption was not significant (β = 0.39, SE = 0.26, p = 0.0076, 95% bias-corrected CI = [0.08, 0.54]). The direct effect of quarantine on hedonic consumption was significant (β = 0.58, SE = 0.25, p = 0.023, 95% bias-corrected CI = [−1.08, −0.08]); the effect of quarantine on deservingness (β = 0.25, SE = 0.11, p = 0.024, 95% bias-corrected CI = [0.03, 0.47]) and of deservingness on hedonic consumption (β = 0.77, SE = 0.16, p = 0.000, 95% bias-corrected CI = [0.45, 1.10]) were all significant. The indirect effect of quarantine on the choice of hedonic products through deservingness was 0.19, which contributed 48.72% (the proportion of the mediating effect = indirect effect/total effect (%) = 0.19/0.39 = 48.72%; bootstrap 95% bias-corrected CI = [0.02, 0.39], excluding 0), making the mediating effect statistically significant. Thus, deservingness mediates the relationship between quarantine and hedonic consumption behavior, supporting Hypothesis 2.

Moderation Analysis

We conducted a 5000-sample bootstrapping analysis using SPSS 26 PROCESS Model 15 (Hayes, 2022) [55] to examine whether the effect of quarantine on deservingness was moderated by self-control. Specifically, the moderated mediation model included consumer emotion (quarantine = 1, control = 2) as the independent variable, hedonic consumption as the dependent variable, deservingness as the mediator, and self-control (high vs. low) as the moderator. Overall, deservingness mediated the proposed interactive effect of quarantine and deservingness on hedonic consumption (indirect effect = 0.01, SE = 0.05, 95% bias-corrected CI = [0.09, 0.13]). As predicted, when self-control was low, deservingness served as a significant mediator in shaping the effect of quarantine on hedonic consumption at a lower level (b = −1.41, SE = 0.43, 95% bias-corrected CI = [−2.26, −0.56], p = 0.001). However, the mediating effect of deservingness on the relationship between quarantine and hedonic consumption was not significant when self-control was substantially higher (b = 0.32, SE = 0.43, 95% bias-corrected CI = [−0.53, 1.17], p = 0.46 > 0.05), verifying Hypothesis 5.

4. General Discussion

4.1. Conclusions

Based on emotion regulation and attribution theories, five studies examined the impact of quarantine on hedonic food consumption during public health emergencies, along with the underlying mechanisms and boundary conditions. The conclusions of this study are as follows.
First, quarantined individuals experience a stronger sense of deservingness, which makes them more inclined to engage in hedonic food consumption. This is because quarantine during public health emergencies is an unpleasant experience that leads to negative feelings that are primarily attributed to external factors (the environment). Consequently, individuals adopt emotion-focused coping strategies, believing in the need to adjust their emotional state. According to the emotional regulation theory and compensatory psychology, this sense of deservingness motivates consumers, thereby enhancing their propensity to purchase indulgent foods. Simultaneously, attribution theory suggests that, in an effort to mitigate self-attribution and guilt, consumers are driven by a sense of deservingness to reward themselves, further influencing their indulgent consumption behaviors.
Second, the impact of different types of quarantine on hedonic food consumption varies. Compared to individuals under mandatory quarantine, those under voluntary quarantine are more inclined to engage in hedonic consumption. This is because individuals in voluntary quarantine have more altruistic motives, which generate a greater sense of deservingness through the licensing effect, thereby increasing hedonic consumption. By contrast, individuals in mandatory quarantine experience a lower sense of deservingness due to the accompanying responsibility reminders, resulting in lower levels of hedonic consumption. This paper provides supportive evidence for Chang and Chu (2020) [42], who suggested that purchasing cause-related marketing products stimulates subsequent hedonic behavior, and Scott and Nenkov (2016) [43] argued that enhancing pro-social tendencies can remind consumers of their responsibilities to others and reduce hedonic consumption.
Third, resilience played a moderating role in the relationship between quarantine and hedonic consumption. Compared to individuals with high resilience, those with low resilience have a stronger sense of deservingness and are more inclined to engage in hedonic consumption during quarantine, whereas individuals with high resilience show no significant differences in hedonic consumption during the quarantine and control conditions of the public health crisis. This is because individuals with high resilience are less affected by negative emotions during quarantine than those with low resilience, allowing them to maintain a positive outlook and focus on long-term health goals.
Fourth, the interaction between deservingness and self-control significantly influences consumers’ hedonic consumption choices during quarantine events. Individuals experiencing quarantine may experience a heightened sense of deservingness, leading to an increased indulgence in hedonic or unhealthy consumption as a form of reward or comfort. However, this effect is moderated by an individual’s level of self-control. Those with high self-control abilities were better equipped to resist the temptation of unhealthy consumption even when faced with the psychological challenges of quarantine.
The impact of quarantine on consumption behavior is not uniform across all individuals. Although quarantine events generally tend to increase unhealthy consumption patterns, people with strong self-control mechanisms can mitigate this effect. These individuals are more likely to maintain healthier consumption habits despite the stressors and limitations imposed by the quarantine. This finding suggests that self-control acts as a buffer, reducing the effect of quarantine on unhealthy consumption choices. Understanding this interaction is crucial for developing targeted interventions and strategies to promote healthier behaviors during periods of isolation or restricted movement.

4.2. Theoretical Contributions

Existing studies on stress have primarily focused on its general impact on consumption behavior. However, there are various specific contexts in which stress is formed, and the impact of quarantine as a specific stress context on consumption behavior has rarely been explored. Therefore, this study focused on the specific stress context of quarantine during a public health crisis and examined individual food consumption behavior using a quasi-experimental approach, thus enriching the study of the specific stress on concrete consumption behavior. In addition, the mechanisms and boundary conditions involved are explored.
Second, this study supplements the literature on the antecedents of hedonic consumption. Existing research has extensively explored the antecedents of hedonic consumption from the individual, cognitive, and emotional perspectives. This study enriches the discussion on hedonic consumption antecedents by examining quarantine during public health crises in a real-world context. Moreover, it provides insights into psychological health research in the context of public health crises from the hedonic consumption perspective.
Furthermore, this study broadens the boundary conditions for research on deservingness. The existing literature predominantly examines the adverse social effects of deservingness. However, there is a paucity of studies investigating the relationship between deservingness and self-selection outcomes. Specifically, there is limited understanding of how individuals’ self-assessments and perceptions of their worth influence self-selection outcomes such as consumer decision-making. Additionally, boundary conditions that modulate the impact of entitlement on consumption desires have been minimally explored. This study aims to address this gap by elucidating how individuals’ perceptions of deservingness affect their self-selection behavior in consumption contexts. By examining the relationship between entitlement and consumption choices, we identify the underlying mechanisms driving these decisions. Our research also explores the potential boundary conditions of self-control as a moderator of the effect of deservingness on consumer behavior, offering valuable insights for both theoretical and practical applications in marketing and consumer psychology. Therefore, this study enriches the literature on the influence of deservingness on consumption choice.

4.3. Practical Implications

This study also provides insights into management practices. First, it offers guidance to businesses and governments regarding the food supply during quarantine in public health emergencies. The stress caused by quarantine changes people’s lifestyles, making them more inclined to engage in hedonic food consumption. Individuals under voluntary quarantine experience a higher demand for indulgent foods than those under mandatory quarantine. Therefore, during quarantine in a public health crisis, businesses can increase advertising for indulgent foods or emphasize elements like “enjoyment” and “indulgence” in their food advertisements to promote the marketing and sale of these foods. Furthermore, the findings of this study have significant implications for policymakers, health professionals, and marketers as they underscore the necessity for targeted interventions that address the specific challenges encountered by consumers during periods of isolation. Specifically, when governments distribute food supplies to individuals under pandemic control measures, it is advisable to consider including both indulgent items and essential goods to accommodate consumers’ diverse needs.
Second, this study serves as a warning regarding potential health risks associated with quarantine. Individuals quarantined during public health crises tend to develop a heightened sense of entitlement, which can drive them to favor indulgent hedonic food choices. Simultaneously, their restricted freedom prevents them from engaging in effective physical activity, which undoubtedly increases the probability of health problems such as obesity. Consequently, psychologists and policymakers should pay special attention to these challenges and implement appropriate measures. For example, a responsibility reminder strategy can be implemented, through which the deservingness of individuals can be enhanced, which, in turn, helps them optimize their dietary structure, enhance social activities, provide psychological assistance, and advocate healthy living habits. Such measures can effectively alleviate the negative health effects of loneliness while reducing the potential risk of obesity. Effective psychological interventions not only reduce feelings of entitlement but also prevent individuals from engaging in overindulgent food consumption, thereby preventing potential future health problems. It is crucial for future research and practice to delve deeper into the efficacy and implementation feasibility of these interventions, which will help address loneliness and obesity more effectively.

4.4. Limitations and Future Directions

Despite the theoretical and practical contributions of this study on the effects of isolation on hedonic food consumption during a public health emergency and the mediating role of a sense of power and the moderated role of individual resilience, there are some limitations. First, this study focuses on only one mechanism through which quarantine influences hedonic consumption; therefore, exploring additional pathways remains an important area for further inquiry. Second, this study only examined deservingness as a mediating variable; future research could explore a broader range of explanatory mechanisms. Third, although the moderating effect of psychological resilience is significant, its third-order interaction with the isolation type has not been explored. This analysis should be further refined in future studies. Finally, another important limitation of the present study is that all participants were recruited from China only. During the pandemic, cultural differences between East and West were significantly reflected in the implementation of quarantine measures. Western societies, influenced by liberal culture, have a relatively low acceptance of quarantine methods, which may have led to a less pronounced effect than in Eastern societies. However, this does not indicate that the anti-epidemic measures in Western societies are ineffective but suggests that we need to explore how to adjust the quarantine strategy according to cultural background to improve public acceptance and implementation effects. In addition, there are differences in information dissemination, government guidance, and community support during quarantine between Eastern and Western societies, which may affect the effectiveness of quarantine measures. Therefore, future research could further compare the differences in the implementation of segregation measures between Eastern and Western societies and the specific impact of these differences on the consumption of hedonic foods during public health emergencies.
With growing concern for consumption sustainability in public health events, the explanatory effects of individual consumer perceptions and the moderating role of individual resilience play key roles in sustainable purchasing decisions. Future research can draw on the theory of sustainable consumption behavior to study how to rationally allocate resources and ensure a sustainable supply of resources according to changes in consumption demand caused by changes in consumers’ minds when similar public health mega-events occur. In addition, different manifestations of isolation behaviors across different cultures should be explored.

Author Contributions

Methodology, S.J., J.Z. and F.J.; Formal analysis, F.J.; Investigation, S.J., J.Z. and F.J.; Writing—review & editing, F.J.; Supervision, Y.Y.; Project administration, Y.Y. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

The study was conducted in accordance with the Declaration of Helsinki and approved by the Ethics Approval of Ethics Committee of East China University of Science and Technology (Approval number: 2024-ECUSTBS-0; date: 26 September 2022).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The data presented in this study are available on request from the corresponding author.

Acknowledgments

We would like to express our gratitude to all the participants who generously devoted their time and effort to contribute to this research.

Conflicts of Interest

The authors declare no conflict of interest.

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Figure 1. Research model.
Figure 1. Research model.
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Figure 2. The impact of quarantine and resilience on deservingness.
Figure 2. The impact of quarantine and resilience on deservingness.
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Figure 3. The impact of deservingness and self-control on hedonic consumption.
Figure 3. The impact of deservingness and self-control on hedonic consumption.
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Jin, S.; Yang, Y.; Zhang, J.; Jing, F. The Impact of Quarantine on Food Consumption During Public Health Emergencies. Sustainability 2025, 17, 5517. https://doi.org/10.3390/su17125517

AMA Style

Jin S, Yang Y, Zhang J, Jing F. The Impact of Quarantine on Food Consumption During Public Health Emergencies. Sustainability. 2025; 17(12):5517. https://doi.org/10.3390/su17125517

Chicago/Turabian Style

Jin, Shan, Yan Yang, Junyan Zhang, and Fengjie Jing. 2025. "The Impact of Quarantine on Food Consumption During Public Health Emergencies" Sustainability 17, no. 12: 5517. https://doi.org/10.3390/su17125517

APA Style

Jin, S., Yang, Y., Zhang, J., & Jing, F. (2025). The Impact of Quarantine on Food Consumption During Public Health Emergencies. Sustainability, 17(12), 5517. https://doi.org/10.3390/su17125517

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