Consumer behavior in response to the effects of the covid-19 pandemic: a study on the relationship between self-isolation intention and unusual purchases


  • Eliane Martins de Paiva Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil)
  • G. R. Silva Neto Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)
  • Antonio Donizete Ferreira da Silva Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)
  • Júlio Araujo Carneiro da Cunha Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)



Consumer Behavior, Unusual Purchase, Self-isolation, Covid-19


Purpose: The aim of this study is to investigate consumer behavior in the context of the COVID-19 pandemic in Brazil to assess the relationship between the intention of self-isolation and to make unusual purchases.

Methodology /Approach: Through an online survey with a sample of 181 individuals in Brazil, the proposed model and hypotheses were tested using Structural Equation Modeling (PLS-SEM.)

Findings: The results demonstrate a link between perceived severity in the two behavioral responses measured, the intention to make unusual purchases and, more strongly, the intention to voluntary self-isolation.

Originality/Value: The study discusses consumer behavior for unusual purchases (cyberchondria) in risky situations such as the COVID-19 pandemic in Brazil.

Contributions and implications: We demonstrate how information overload leads to cyberchondria. In addition, the perceived severity leads the individual to make unusual purchases and self-isolation. In turn, exposure to online information sources leads to cyberchondria, which leads to behavior that increases the intention to make unusual purchases, and to self-isolation, which further increases exposure to online information. Furthermore, this study extends existing research (Laato et al., 2020) that suggests that research be carried out in different contexts.


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Author Biographies

Eliane Martins de Paiva, Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil)

Doutoranda em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professora Adjunta no Departamento de Ciências Sociais Aplicadas (DCSA) da Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil).

G. R. Silva Neto, Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)

Doutorando em Administração, linha de pesquisa (Consumo, Tecnologia e Transformação Digital) pelo Programa de Pós-graduação em Administração (PPGA) da Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). 

Antonio Donizete Ferreira da Silva, Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)

Doutor em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professor de cursos presenciais e na modalidade a distância nas áreas de Direito e de Administração.

Júlio Araujo Carneiro da Cunha, Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)

Doutor em Administração pela Universidade de São Paulo - USP, São Paulo, (Brasil). Professor do Programa de Pós-Graduação em Administração (stricto-sensu) da Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Editor-chefe da BJMkt (Brazilian Journal of Marketing) e editor associado dos periódicos CGG (Contabilidade, Gestão e Governança) e REGEPE (Revista de Empreendedorismo e Gestão de Pequenas Empresas). 


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How to Cite

Martins de Paiva, E., Silva Neto, G. R., Ferreira da Silva, A. D. ., & Araujo Carneiro da Cunha, J. . (2023). Consumer behavior in response to the effects of the covid-19 pandemic: a study on the relationship between self-isolation intention and unusual purchases. Future Studies Research Journal: Trends and Strategies, 15(1), e0744.



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