This investigation aims to highlight the role of unique consumption contexts in consumers behaviours. Particularly, the present paper explores the relationship between consumer vulnerability and well-being during regular versus unique purchasing contexts through the specific case of the coronavirus pandemic. A sample of 397 consumers residing in Portugal and Brazil participated in this cross-cultural analysis. Quantitative data was collected via an online survey and analysed through structural equations modelling using PLS. The results show there is an inverse relationship between consumer vulnerability and well-being, which aggravates with the emergence of a pandemic. Furthermore, fear proved to mediate the effect of vulnerability on well-being partially. Besides, the multi-group analysis suggests that, typically, Portuguese consumers are more elastic to changes in the dimensions of consumer vulnerability than the opposite sample group. Moreover, the Refund Policies, Product Promotions and Purchase Ability are identified as, on average, the most affected constructs of consumer vulnerability during pandemic contexts. Overall, this research contributes to (1) the understanding of the relationship between consumer vulnerability and well-being, (2) the scientific knowledge regarding the role of unique contexts, such as an international pandemic, in influencing consumers vulnerability and well-being, (3) the conception of the mediating role of fear of health risk during pandemic settings, in enlarging the effects of consumer vulnerability on well-being, (4) the identification of the most affected constructs of consumer vulnerability during pandemic environments, and (5) the comprehension of socio-demographic characteristic’s capacity to influence consumers vulnerability experiences significantly.
|Date of Award||5 Jul 2021|
- Universidade Católica Portuguesa
|Supervisor||Susana Silva (Supervisor) & Paulo Alexandre de Oliveira Duarte (Supervisor)|
- Consumer vulnerability
- Consumer well-being
- Comparative study