Factors influencing responsible consumption in health crisis context: Moroccan case study

Abstract

After the appearance of COVID-19 and its spread to the four corners of the globe, the decision to contain it has become more democratic in all countries, and the measures that go with it too. Citizens found themselves forced to anticipate and think carefully about their trips, which necessarily impacted their consuming way. The concept of responsible consumption has been discussed by several researchers, on economic, social, cultural and environmental aspects, but their interpretations are very rare or even untraceable in a context of pandemic, lockdown period and health and environmental crisis. A conceptual model was proposed in this study, exclusively devoted to the factors influencing responsible purchasing behavior in a situation of health and environmental crisis, by means of a quantitative study addressed to Moroccan Internet users, in order to see their motivations for using "home-shopping" in a context of health crisis and in a period of lockdown. The expected results have enabled us to understand the purchasing behavior of individuals, and thus be able to explain the predominant factors in pre-purchase decision making. Our article is divided into three parts. The first part is dedicated to the presentation of the existing literature, the second present the methodology and scientific tools used in our empirical. Then in a third and final part, we will present the results of our quantitative empirical study.