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The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (8 March 2023) | Viewed by 51332

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Special Issue Editor

Prof. Dr. Hong-Youl Ha

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Collection Editor

Department of International Trade, Dongguk University, Seoul 04620, Republic of Korea
Interests: the evolution of brand; the development of relationship stages; the sustainability of environmental-friendly prod-ucts; and the longitudinal research methodology

Special Issue Information

Dear Colleagues,

The COVID-19 pandemic has fundamentally changed the world as we know it. For example, consumer attitudes, behaviors, and purchasing patterns are changing and many of these new trends will remain after the COVID-19 pandemic. As a consequence, new consumer behaviors will transform the B2B and B2C industry’s future.

This Sustainability Topical Collection on the evolution of consumer behavior in the sustainable business, considering a post-COVID-19 context and challenges, will accept (but is not limited to) articles on the following topics:

Rising untact behavior during the pandemic
Changing social practices during the pandemic
Changing purchasing patterns during the pandemic
Cycle of customer satisfaction during the pandemic
Impact on and shifts in customer reviews during the pandemic
Global comparative evidence during the pandemic

We also welcome contributions towards the following overarching questions.

What are examples of the evolution of consumer behavior in global business due to COVID-19? How powerful is this ongoing evolution?
What can be done to facilitate psychologically and practically just consumer behavior in global business in the post-COVID-19 era?
What can we learn from the past to inform future consumer behavior in global business?
What different cycles of customer satisfaction have been developed in global business that can be applied to the evolution of customer satisfaction to evaluate offline and online local marketplaces during pandemic?
What methodological approaches are best suited for studying and understanding the evolution of consumer behavior from a sustainable perspective?

Prof. Dr. Hong-Youl Ha
Collection Editor

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Keywords

consumer behavior
cycle of satisfaction
attitude change
the evolution of shopping pattern
COVID-19

Published Papers (13 papers)

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Research

16 pages, 1897 KiB

Open AccessArticle

Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm

by Yongrong Xin, Muhammad Irfan, Bilal Ahmad, Madad Ali and Lanqi Xia

Sustainability 2023, 15(2), 1513; https://doi.org/10.3390/su15021513 - 12 Jan 2023

Cited by 6 | Viewed by 2900

Abstract

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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16 pages, 699 KiB

Open AccessArticle

Effects of Chinese Firms’ Innovation on New Energy Vehicles Purchases

by Jun Deng and Eun-Young Nam

Sustainability 2022, 14(19), 12426; https://doi.org/10.3390/su141912426 - 29 Sep 2022

Cited by 2 | Viewed by 2291

Abstract

As energy shortages and environmental pollution intensify, innovation in new energy vehicles is considered a major priority. They present an important opportunity to change the direction of China’s automobile industry while reducing greenhouse gas emissions. Following various launches of new energy vehicles, the problem of product homogenization is emerging, and automobile companies are contemplating how to increase their market share. This study investigates a few questions that have been left unanswered in previous research, which are mainly focused on the value and price of new energy vehicles. We focus on the effect of new energy vehicle companies’ innovative behaviors on consumers’ purchasing intention in the Chinese market. Innovative behaviors are defined here as the rationalization or modernization choices firms make with respect to products, marketing, service, technological, and cultural factors. The study verified the structural equation model constructed using survey data. Our study of 479 surveyed customers shows that consumers’ perceived value is positively (+) correlated with a higher degree of innovation by a firm. In general, the relationship between innovation behavior and consumers’ perceived risk shows negative results, however, the relationship in this research showed contradictory results. The only negative (−) effects on product purchase were observed in marketing and technological innovation; these factors increase perceived risk by increasing the tendency of consumers to choose to purchase a new energy vehicle despite feeling uneasy about the innovation despite uncertainties about the innovation of new energy vehicles. Our results present the relationship between innovative behaviors of new energy vehicle firms, consumers’ perceived value, consumers’ perceived risk, consumers’ innovative affinities and characteristics, and finally, purchase intention to explore the influence of innovation factors on consumers’ purchase intention of new energy vehicles. These findings should assist new vehicle firms in understanding Chinese consumers’ purchase intentions. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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12 pages, 1180 KiB

Open AccessArticle

Should I Reuse It or Throw It Out? Analysis of the Management of Household Plastic Waste by Brazilian Consumers during the COVID-19 Pandemic through Practice Lens

by Aline Ribeiro Gomes, Jose Carlos Lazaro and Aurio Leocadio

Sustainability 2022, 14(14), 8512; https://doi.org/10.3390/su14148512 - 12 Jul 2022

Cited by 1 | Viewed by 1809

Abstract

This study aims to examine the impact of the COVID-19 pandemic on the reuse of plastic bags from supermarkets among Brazilian consumers through the lens of practices. This qualitative research took place through the collection of records in digital ‘solicited diaries’ with interviews, using autoethnographic field diaries. The analysis process of the collected data took place through content analysis as proposed by Bardin (2014). From the results obtained, there was a greater tendency to dispose of plastic supermarket packaging and different performances to maintain this practice. These new procedures involve an increase in the consumption of cleaning products, such as bleach and soap, the addition of alcohol in this disinfection routine, and an increase in water consumption, which signals major impacts on the environment through the use of a natural resource in danger of scarcity and the release of polluting substances. The changes underwent in the performances invariably culminate in environmental impacts, either on the disposal of the plastic bags or in their hygiene for later reuse. These results alert to the challenges that governments, institutions, and individuals will have to face in an attempt to reverse the damaging effects of the pandemic on sustainability goals. Also, it contributes to consumer behavior in crisis-context literature, just as concerning the waste household. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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13 pages, 451 KiB

Open AccessArticle

Consumers’ Switching from Cash to Mobile Payment under the Fear of COVID-19 in Taiwan

by Shih-Yi Yu and Der Chao Chen

Sustainability 2022, 14(14), 8489; https://doi.org/10.3390/su14148489 - 11 Jul 2022

Cited by 7 | Viewed by 2874

Abstract

The COVID-19 pandemic impacts our lives significantly; people have changed their daily lives in response to the unprecedented epidemic which not only awakened the arrival of a new normal in business, but also new lifestyles. For example, the adaptation of contactless mobile payment has grown in the past two years to avoid unnecessary contact and possible infections. In this study, we intend to examine behavioral intentions that made consumers shift from traditional cash payment to mobile payment during the COVID-19 period. Our research framework and hypotheses were developed and examined through the push (dissatisfaction)–pull (alternative attractiveness)–mooring (perceived fear) model. We used structural equation modeling (SEM) to validate our model and corresponding hypotheses. The results of this study showed that dissatisfaction with tradition-al payments and customer’s perceived fears positively and significantly affected switching intentions. However, alternative attractiveness had no significant impact on consumers’ switching intentions from cash to mobile payments during the pandemic. Moreover, this study shows how perceived fear has a mediating effect that motivates people to change their payment behaviors. Implications and future research directions about consumers changing in such a dynamic time are also discussed. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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17 pages, 438 KiB

Open AccessArticle

Determinants of Food Expenditure Patterns: Evidence from U.S. Consumers in the Context of the COVID-19 Price Shocks

by Clement O. Codjia and Sayed H. Saghaian

Sustainability 2022, 14(13), 8156; https://doi.org/10.3390/su14138156 - 4 Jul 2022

Cited by 4 | Viewed by 1839

Abstract

This study examined the factors that determine U.S. household expenditure patterns for food products in the context of exceptional price shocks due to the COVID-19 pandemic. This research relied on the Consumer Expenditure Diary Survey (CEX) for the year 2020, where households or consumer units represent units of observation. With a sample size of 10,453 observations, the empirical estimation of the Heckman two-step model yields interesting results. Consistent with the inelastic nature of food products, we found conditional expenditure elasticities of income were less than one for all kinds of food, including food away from home (FAFH). The results showed both food and FAFH to be highly price elastic in this special period of higher food prices. For instance, a 1% increase in own price implied a 7.78% decrease in the probability to spend on food and a 20.93% decrease in propensity to purchase FAFH. This study provides business managers and marketing experts with insights on the consumer profile and food product price strategy. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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14 pages, 794 KiB

Open AccessArticle

Amid the COVID-19 Pandemic, Social Media Usage and Food Waste Intention: The Role of Excessive Buying Behavior and Religiosity

by Alaa M. S. Azazz and Ibrahim A. Elshaer

Sustainability 2022, 14(11), 6786; https://doi.org/10.3390/su14116786 - 1 Jun 2022

Cited by 9 | Viewed by 2622

Abstract

Despite being a religious country, the Kingdom of Saudi Arabia (KSA) ranks among the world’s worst food wasters. Social media usage (SMU) and changes in customers’ behavior, such as excessive buying, are some of the main influences of food waste. This paper examined the impact of SMU on food waste intention (FWI) with the mediating role of religiosity and excessive buying behavior amid the coronavirus (COVID-19) pandemic. A self-administered questionnaire was completed by 1250 restaurant customers in KSA. The study results employing structural equation modeling (SEM) demonstrated a significant negative impact of customer religion on the intention of food waste. Nevertheless, SMU fosters excessive buying, which in return results in a high FWI. The results also demonstrated that excessive buying behaviors partially mediate the influence of SMU and religiosity on the intention of food waste. The findings have numerous implications for policymakers, academics, and restaurant professionals. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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22 pages, 1489 KiB

Open AccessArticle

How the COVID-19 Pandemic Affected the Sustainable Adoption of Digital Signature: An Integrated Factors Analysis Model

by Ahmad Arif Santosa, Yogi Tri Prasetyo, Firdaus Alamsjah, Anak Agung Ngurah Perwira Redi, Indra Gunawan, Angga Ranggana Putra, Satria Fadil Persada and Reny Nadlifatin

Sustainability 2022, 14(7), 4281; https://doi.org/10.3390/su14074281 - 4 Apr 2022

Cited by 13 | Viewed by 3415

Abstract

Digital signatures have been widely and primarily used for document approval activities during the Coronavirus pandemic in Indonesia. This is the digital equivalent of a handwritten signature or stamped seal, although it provides more inherent security, such as validating the authenticity and integrity of a message, software, or virtual document. Therefore, this study aims to determine factors affecting consumer intention in using digital signatures based on (i) the unified theory of acceptance and use of technology 2, (ii) the theory of planned behavior, and (iii) the information acceptance model. A total of 358 respondents answered the online questionnaire containing 69 question items, with the data analyzed using the structural equation modeling technique to examine the hypotheses. The results showed that the relationship between consumers’ attitudes, perceived behavioral control, subjective norms, and information adoption had the highest and lowest effects on consumers’ behavioral intention. Moreover, the consumers’ attitudes had the most significant effect on their attitudinal intention to use digital signatures. The significant positive impact of these consumers’ attitudes had relevant implications for the sustainable adoption of the signature system. This indicated that an integrating model with the potential of extending to consumers’ intention analysis was established for digital signature adoption in other countries after the post-Coronavirus period. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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21 pages, 1101 KiB

Open AccessArticle

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

by Xiaolong Wei, Ilsang Ko and Alison Pearce

Sustainability 2022, 14(1), 253; https://doi.org/10.3390/su14010253 - 27 Dec 2021

Cited by 5 | Viewed by 4085

Abstract

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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17 pages, 517 KiB

Open AccessArticle

The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory

by Cheng Liu, Cheuk-Kwan Sun, Yu-Chia Chang, Shang-Yu Yang, Tao Liu and Cheng-Chia Yang

Sustainability 2021, 13(22), 12900; https://doi.org/10.3390/su132212900 - 22 Nov 2021

Cited by 14 | Viewed by 3993

Abstract

This study aimed at assessing the impacts of the fear of COVID-19 on consumer buying behavior toward dietary supplements. This investigation was a cross-sectional study in which literate adults regardless of gender over the age of 20 were recruited from three pharmacies in three different districts of Wuhan City, China. A total of 598 questionnaires were analyzed after excluding 10 with incomplete information. The current study demonstrated that attitudes, subjective norms, and perceived behavioral control had a positive impact on the intention of purchasing dietary supplements. Fear of COVID-19 was related to an enhanced purchase intention toward dietary supplements. Attitudes, subjective norms, and perceived behavioral control were significant factors that mediated the association between the fear of COVID-19 and the purchase intention of dietary supplements. This study helps provide practical advice for stakeholders in the pharmaceutical and healthcare industries to tailor appropriate strategies for improving product promotion or healthcare-related interventions. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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14 pages, 747 KiB

Open AccessArticle

The Relationship between Contact-Free Services, Social and Personal Norms, and Customers’ Behavior for the Sustainable Management of the Restaurant Industry

by Ha-Won Jang and Soo-Bum Lee

Sustainability 2021, 13(17), 9870; https://doi.org/10.3390/su13179870 - 2 Sep 2021

Cited by 5 | Viewed by 3102

Abstract

People worldwide are experiencing increasingly complex social issues, and ways of life are changing. This study analyzes the relationship between contact-free service value, personal and social norms, and customers’ behavioral intentions for sustainable restaurant businesses, demonstrating a direct association of the value and extended norm theory. Structural equation model analysis was performed to verify causality between variables; multi-group analysis was performed to confirm the moderating effects of menu price using AMOS; and frequency analysis, descriptive statistical analysis, and reliability analysis were performed using SPSS. The data were collected from Koreans aged 18 years and above (310 responses). The results revealed that contact-free service value positively affects personal norms, and personal norms positively affect behavioral intentions. In addition, social norms positively affect personal norms and behavioral intentions. In particular, it was found that social norms greatly influence personal norms. Finally, the menu price moderated the relationship between social and personal norms. These results present a variety of academic and practical implications, and this is especially meaningful for analyzing the association between contact-free service value and norm theory in the food service industry. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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21 pages, 1043 KiB

Open AccessArticle

Factors Affecting the Growth of E-Shopping over the COVID-19 Era in Hanoi, Vietnam

by Minh Hieu Nguyen, Jimmy Armoogum and Binh Nguyen Thi

Sustainability 2021, 13(16), 9205; https://doi.org/10.3390/su13169205 - 17 Aug 2021

Cited by 45 | Viewed by 11778

Abstract

In response to insufficient understanding of the determinants of change in e-shopping behaviors during the COVID-19 pandemic in developing countries, this paper used the data from 355 respondents, collected in Hanoi during the social distancing period (April 2020), to explore the factors associated with shopping online more frequently (i.e., representing the growth of e-shopping) for five product types (food, medical products, clothing, electronics, and books) in Hanoi, Vietnam. The results showed that nearly 80% of the respondents engaged in e-shopping more frequently than they did before the outbreak of COVID-19. As regards shopping online more frequently in general (i.e., for at least one product type), females were more likely to do so. In-store shopping enjoyment and a decrease in income were a facilitator and a deterrent, respectively. Regarding specific product types, completely working from home had a positive association with more frequent e-purchasing for electronics. Fear of disease encouraged higher frequencies of e-shopping for food and medical products. Notably, the shortage of physical supply was not a determinant of buying any product type online more frequently. As for the implications of our findings, supporting and encouraging low-income shoppers, older persons, and females to engage in e-shopping is necessary to limit the detrimental effects of the pandemic on their lives. The growth of internet purchasing expresses a need to manage the development of urban delivery services, to limit the uncontrolled proliferation of motorcycles. E-shopping requires delivery to complete the online-to-offline process; therefore, protecting the health of delivery drivers to ensure the safety of the whole online shopping process would be necessary. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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13 pages, 278 KiB

Open AccessArticle

Sustainable Green Product Adoption Test Using Logistic Regression: Comparison of Glass and Electronic Products

by Lan-Lan Wan and Hong-Youl Ha

Sustainability 2021, 13(9), 5084; https://doi.org/10.3390/su13095084 - 1 May 2021

Cited by 1 | Viewed by 2259

Abstract

Marketing literature emphasizes the importance of green product adoption for environmental sustainability. However, consumers’ evaluations of the key factors (for adopting green products) differ in critical ways. Drawing on a consumer–marketing interface, this study uses a binary logit model to investigate how consumers adopt two different types of products (e.g., glass and electronic). The results show that the impacts of the twelve factors behind consumer adoption of green products vary widely between glass and electronic products. Specifically, the analysis identifies four factors (eco-labeling, peer groups, cultural values, and environmental awareness) that have no influence on consumer adoption intentions. It also shows that males are more likely to have positive adoption intentions than females for both glass and electronic products. The authors conclude this paper by discussing the implications of these important findings for research and practice. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

15 pages, 274 KiB

Open AccessArticle

Analyzing Restaurant Customers’ Evolution of Dining Patterns and Satisfaction during COVID-19 for Sustainable Business Insights

by Susan (Sixue) Jia

Sustainability 2021, 13(9), 4981; https://doi.org/10.3390/su13094981 - 29 Apr 2021

Cited by 16 | Viewed by 5231

Abstract

Observing and interpreting restaurant customers’ evolution of dining patterns and satisfaction during COVID-19 is of critical importance in terms of developing sustainable business insights. This study describes and analyzes customers’ dining behavior before and after the pandemic outbreak by means of statistically aggregating and empirically correlating 651,703 restaurant-user-generated contents posted by diners during 2019–2020. Twenty review topics, mostly food, were identified by latent Dirichlet allocation, whereas analysis of variation and rating-review regression were performed to explore whether and why customers became less satisfied. Results suggest that customers have been paying fewer visits to restaurants since the outbreak, assigning lower ratings, and showing limited evidence of spending more. Interestingly, queuing, the most annoying factor for restaurant customers during normal periods, turns out to receive much less complaint during COVID-19. This study contributes by discovering business knowledge in the context of COVID-19 based on big data that features accessibility, relevance, volume, and information richness, which is transferable to future studies and can benefit additional population and business. Meanwhile, this study also provides practical suggestions to managers regarding the framework of self-evaluation, business mode, and operational optimization. Full article

(This article belongs to the Special Issue The Evolution of Consumer Behavior in the Sustainable Business: Evidence from COVID-19)

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