Development and evaluation of theory-based messages to reduce willingness to panic buy during covid-19 lockdowns

Lockdown announcements during the COVID-19 pandemic have consistently

resulted in substantive increases in consumer purchasing behavior in Australia,

which is often referred to as panic buying. This behavior had resulted in long-term

shortages of essential grocery products and large numbers of people gathering in

supermarkets amidst an emerging COVID-19 outbreak. The current research was

conducted in two phases. Study 1 aimed to examine the social cognition and individual

difference factors associated with panic buying behavior. Study 2 aimed

to evaluate messages designed to reduce willingness to panic buy, using behavior

change methods mapped to predictors identified in Study 1. Study 1 adopted a

cross-sectional correlational design, with community members (N = 790) completing

an online survey during COVID-19 lockdowns in early 2020. Study 2

adopted a pre-registered randomized controlled trial design, with community

members (N = 165) completing pre-intervention measures, followed by exposure

to an inert task (control group) or a video containing theory-based messages

(intervention group), and then post-intervention measures. A structural equation

model in Study 1 revealed that social cognition predictors of panic buying

included attitudes, subjective norms, and risk perceptions regarding increased

purchasing behavior. Mixed model ANOVAs in Study 2 revealed effects of the

theory-based messages on intention, attitudes, and subjective norms regarding

increased purchasing of non-perishable food items, cleaning products, and hygiene

products. Effects of the messages on willingness regarding increased purchasing

of non-perishables, and risk perceptions regarding increased purchasing

of cleaning and hygiene products were also observed. Findings indicate that

public messaging aimed at reducing panic buying should seek to promote less

favorable attitudes toward the behavior, less favorable norms regarding the behaviour,

and should highlight that the risk of not having the necessary products

remains low when they do not engage in the behavior.