Personality Traits and Consumption Patterns Amid COVID-19 Pandemic
Conducting a survey with the national population of the U.S. (n = 490) and analyzing the data through structural equation modeling we found that conscientiousness negatively influences hedonic shopping and panic buying and positively influences need-based buying. Extraversion and neuroticism positively influenced both hedonic and panic buying. Agreeableness had a positive influence on hedonic shopping. Extraversion, agreeableness, and neuroticism negatively influenced need-based buying. Openness did not have a significant influence on any of the buying behaviors. Thus, brands and marketers can offer/advertise utilitarian, hedonic, and limited-stock products based on their target market’s personality traits (e.g., offering utilitarian products to those with higher in conscientiousness, hedonic products to those with higher agreeableness and extraversion, and limited-stock items for consumers with higher extraversion, agreeableness and neuroticism). Openness may not be an important personality trait to predict the aforementioned buying behavior.
Keywords: Personality traits, need-based shopping, panic buying, hedonic shopping, pandemic
How to Cite:
Chakraborty, S. & Sadachar, A., (2022) “Personality Traits and Consumption Patterns Amid COVID-19 Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16317