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How COVID-19 impacts consumer purchase intention towards health and hygiene products in India?

Pooja Kumari (Finance, Indian Institute of Management Jammu, Jammu, India)
Bhumika Bhateja (Management, FORE School of Management, New Delhi, India)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 24 January 2022

Issue publication date: 14 February 2024

938

Abstract

Purpose

The surge in coronavirus disease (COVID-19) cases in India raises the need to study the variables that affect product and category choices, consumer buying preferences and consumrs' future spending. The purpose of the research is to analyse the purchasing behaviour of Indian consumers with regard to health and hygiene products, taking into consideration the impact of the current pandemic crisis.

Design/methodology/approach

Using purposive sampling criteria, a web-based questionnaire was circulated and a total of 411 responses were received.

Findings

The results assert that variables such as awareness of social distancing, brand-cause fit, word-of-mouth (WOM) publicity, altruist attribution, perceived usefulness and social norms have significant impact on trust and perceived values, which ultimately leads to consumer's purchase intention towards health and hygiene products. In addition, the model detects the moderating role of health consciousness.

Practical implications

The empirical findings will help marketers in designing their strategies to enhance consumer purchase intention with regard to health and hygiene products in the current pandemic situation.

Originality/value

The study enriches the emerging literature with regard to the impact of COVID-19 on health and hygiene products retailing.

Keywords

Citation

Kumari, P. and Bhateja, B. (2024), "How COVID-19 impacts consumer purchase intention towards health and hygiene products in India?", South Asian Journal of Business Studies, Vol. 13 No. 1, pp. 118-136. https://doi.org/10.1108/SAJBS-05-2021-0185

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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