Consumer Behavior

Coping With COVID-19: How Resilient Consumers Adjust Clothing Consumption During the Pandemic

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Abstract

Consumer changes in consumption patterns or preferences in responding to life events, lift status change, disasters, or the global pandemic can be considered as the fundamental mechanism of stress coping. Resilient consumers with high coping self-efficacy tend to engage in active consumption adjustment to reach a rebalanced equilibrium, or new normal. Also, resilient individuals with high coping-self-efficacy are more likely to actively cope with life disruptions and end up with positive coping outcomes that last a longer time. this research intends to fulfill two research objectives: (1) to find out how consumers have changed their clothing consumption patterns or habits amid covid-19, and (2) to examine how resilient consumers change their clothing consumption to identify what value means to them as they establish lasting new clothing consumption routines while going through the disruption caused by the global pandemic. 

Keywords: Resilient consumer, Clothing consumption, Covid-19 Pandemic, Consumer coping, Coping self-efficacy

How to Cite:

Liu, C., Xia, S. & Lang, C., (2022) “Coping With COVID-19: How Resilient Consumers Adjust Clothing Consumption During the Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13561