Fear caused by the epidemic covid-19 and consumer buying behavior in the different Iranian generation groups
Subject Areas :
mahshad ameli
1
,
bita yazdani
2
*
,
Mehri Mahdikhani
3
1 - Master's degree of Business Management, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran
2 - Assistant Professor, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran. (Corresponding Author).
3 - PhD Candidate, Department of Business Management, Ya.C., Islamic Azad University, Yazd, Iran.
Keywords: Fear, Fear of Health, Fear of Economic Conditions, Consumer buying behavior, Generations, Covid-19.,
Abstract :
bjective:
The outbreak of the Coronavirus has had widespread impacts on daily life, consumer behavior, and business operations. The aim of this research is to examine the effect of fear caused by the COVID-19 pandemic (including fear for health and fear of economic conditions) on the purchasing behavior of consumers across different generational groups.
Methodology:
This study is descriptive-survey in nature and applied in terms of purpose. The statistical population includes all consumers in the provinces of Tehran, Isfahan, Fars, East Azerbaijan, and Alborz. Sampling was conducted through cluster random sampling, with a sample size of 368 individuals. Data were collected using questionnaires (both online and printed). The validity of the instrument was confirmed through expert opinions and a pilot test, and its reliability was verified by calculating Cronbach’s alpha. Data analysis was performed using SPSS 26 software.
Findings:
Results indicated that both fear for health and fear of economic conditions led to changes in consumer purchasing behavior. Moreover, there were significant differences among different generations in terms of the level of fear (both health-related and economic) and purchasing behavior.
Originality / Scientific Value Added:
By focusing on a comparative analysis among different generations during the pandemic, this research contributes to a better understanding of changes in consumer behavior and can provide effective guidance for marketing and management decisions in similar future crises.
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