Kassel, 17.06.2021 - At the beginning of the coronavirus pandemic, consumer shopping behavior and the perception of space in stores changed significantly. The study by Dr. Katrin Zulauf, Felipe Schneider Cechella and Prof. Dr. Ralf Wagner examines the relationship between perceived risk, changes in shopping behavior and feelings when shopping. To date, only a few studies have looked at shopping in extreme situations. These usually take a one-sided perspective and explain panic buying and stockpiling.

The researchers at the University of Kassel conducted interviews in Brazil - with a devastating coronavirus outbreak - and Germany - with a moderate pandemic. The results provide insights into the changes in purchasing behavior and the feelings of shoppers during this extreme situation. The researchers provide new explanations that explain the changes in purchasing behavior as well as the different behaviors and motives in Brazil and Germany. The study offers clues as to how stores can make shopping a pleasant experience again.

Katrin Zulauf, F. Schneider Cechella & R. Wagner (2021): The bidirectionality of buying behavior and risk perception: an exploratory study, The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2021.1936596