Consumer behavior during the COVID-19 pandemic: latent class analysis on coping attitudes and buying habits
DOI:
https://doi.org/10.18046/j.estger.2021.159.4433Keywords:
COVID-19, coping attitudes, change of purchase habits, latent class analysis, consumer behaviorAbstract
COVID-19 transformed the reality of the world by imposing restrictions on the ways of living, working, and consuming. Few studies before June 2020 have addressed their impacts on consumer behavior. This research aimed to verify the existence of heterogeneous groups in attitudes towards the pandemic and their effect on purchasing behavior. The approach was quantitative, with scales tested in the SARS and H1N1 contexts, adapted and validated for the Brazilian context. Structural equation modeling was applied and three segments were identified: “Skeptical” (36.7%), “Concerned” (50.1%), and “Indifferent” (13.22%). The results point to the differentiation of consumers by attitudes in perceived risk, the role of beliefs, and the consequent change in purchasing behavior, with implications for public and business health management.
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