Fear of Covid-19: Its Impact on Consumer Lifestyle, Buying Behavior and Pro-Social Behavior

Abstract

Purpose: The objective of this study was to examine whether consumers’ fear of COVID-19 encourages consumers to live a simple lifestyle, buy only what is needed, empathize with others' difficulties, and engage in pro-social behavior. This research indicates that consumer behavior cannot be separated from the emotional component. Those negative emotions (fear) can encourage positive behavior, such as simplicity and pro-social behavior.   Method:  We used a survey method. Taking samples of consumers in big cities in Indonesia, this research model is processed by OLS regression with mediation testing.   Results: The results showed that high fear of COVID-19 creates consumer anxiety, which then has a significant effect on a simplicity lifestyle and ultimately affects buying behavior and the desire to give goodness to others without expecting anything in return.   Conclusion:  The threat of death to oneself and one's family creates a significant sense of fear. When the fear is felt, consumers return to the fulfilment of basic needs, and more concerned with product function than style. This study provides suggestions for marketers and further research to be able to use fear as a tactic, or communication appeals to encourage consumers to behave in a sustainable manner.