Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic

Conformity consumer behavior refers to a preference of using the behaviors or expectations of others as a guideline for one’s own consumption patterns. Significant characteristics of conformity consumer behavior have been observed during the COVID-19 pandemic, and it has greatly hindered resource allocation and pandemic management. Nonetheless, the reasons why a public health emergency, exemplified by COVID-19, triggers conformity consumer behavior remain unclear. This study proposes and tests a theoretical framework to explore the psychological mechanisms of conformity consumer behavior during the COVID-19 pandemic. Results indicate that pandemic severity positively affect conformity consumer behavior, sense of fear plays a mediating role between pandemic severity and conformity consumer behavior, and sense of control does not play a moderating role. This implies that fear drives conformity consumer behavior and people may tend to consume in this way when they perceive a strong sense of fear no matter how strong their sense of control is. The conclusion will help managers to guide consumer behavior during social crisis and emergencies.