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.
Highlights
The second quarter of 2020 was marked by an alert situation, health and environmental crisis followed by a lockdown period on different phases
The responsible consumption has been repeatedly studied in its many facets, but we have found no precedents for responsible behavior in times of pandemic, or health and environmental crisis
We found no study addressing the classification of responsible purchasing behaviors in a health crisis situation
Summary
The second quarter of 2020 was marked by an alert situation, health and environmental crisis followed by a lockdown period on different phases. Faced to this situation, people had to show responsibility and act . Consumption is a daily act for everyone, during the lockdown period the citizens were brought in - as usual to consume, in order to meet their daily needs. The responsible consumption has been repeatedly studied in its many facets, but we have found no precedents for responsible behavior in times of pandemic, or health and environmental crisis. In this study we aim to explore all the factors that determine consumer behavior in general, whether it’s the discussed factors, or others that have been debated or that are timidly addressed. The main objective of this research is to propose a global model that concentrates the explanatory variables of
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