Consumer Behavior

Coping During the COVID-19 Pandemic: A Perspective of Fashion Shopping

Authors: , ,


With the outbreak of COVID-19, consumers have been experiencing dramatic lifestyle changes. This study aimed to provide a systemic understanding of how consumers cope with the pandemic and the corresponding emotional stress via fashion shopping. A total of 24,934 fashion consumption related Twitter data posted by consumers in May 2020 were collected, and ten percent of them were randomly selected for further qualitative content analysis. Following the Coping Orientation to Problems Experienced Inventory, seven coping strategies were identified. Three problem-focused coping strategies included active coping, restraint coping, and seeking instrumental social support, with the goal to resolve the stressful situation associated with the pandemic. Four emotion-focused coping strategies included positive reinterpretation, acceptance, mental disengagement, and seeking emotional social support, with the goal to manage the negative emotions induced by the pandemic. This study lends managerial implications for social workers and fashion retailers to better prepare for future public health crises.

Keywords: COVID-19, Coping Strategy, COPE Inventory, Fashion shopping, Twitter data, Content analysis

How to Cite: Han, W. , Li, J. & Xu, Y. (2022) “Coping During the COVID-19 Pandemic: A Perspective of Fashion Shopping”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: