Investigating the Impact of Scarcity and Perceived Lack of Control on Panic Buying Behavior during a Crisis
Subject Areas : Behavioral Studies in ManagementReyhane Shoakazemi 1 , Maryam Hasanzadeh 2 * , Ali GholipourSoleymani 3
1 - Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2 - Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
3 - Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
Keywords: Crisis, Social Influence, Panic Buying Behavior, Consumer Psychology, Perceived Lack of Control, Perceived Scarcity, Social Norms. ,
Abstract :
In times of crisis, behaviors such as panic buying often emerge as psychological and emotional responses among consumers. These behaviors are typically driven by fear, anxiety, and a sense of instability, and may result in consequences such as product shortages, price surges, and increased psychological pressure within society. The present study aimed to examine the effect of perceived scarcity and perceived lack of control on panic buying behavior during crises among Iranian consumers. Variables including social norms, social influence, perceived scarcity, and perceived lack of control were investigated. The research employed a descriptive-correlational design and used a standardized questionnaire administered to a sample of 384 citizens from Gilan province. Data were analyzed using Structural Equation Modeling (SEM). The results indicated that social norms and social influence had a significant impact on increasing perceived scarcity. Furthermore, both perceived scarcity and perceived lack of control were directly associated with panic buying behavior, although the moderating role of perceived lack of control was not confirmed. These findings can inform behavioral interventions and policy-making strategies in crisis situations.
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