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Open AccessArticle
Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation
by
Athanasios Poulis
Athanasios Poulis 1,*,
Prokopis Theodoridis
Prokopis Theodoridis
Dr. Prokopis Theodoridis is a Professor of Marketing at the School of Social Sciences, the Hellenic [...]
Dr. Prokopis Theodoridis is a Professor of Marketing at the School of Social Sciences, the Hellenic Open University, Greece. He holds an MSc in Marketing (University of Stirling, UK) and was awarded a PhD from the Athens University of Economics and Business. He has served as a track chair, session chair, reviewer, and member on scientific and organizing committees of international conferences and has published in several peer-reviewed journals. He is a member of the Greek Marketing Academy where he served as Secretary from 2014 to 2023. He is also a member of the European Marketing Academy (EMAC). His primary research interests include the areas of consumer behavior, marketing and sustainable development, artificial intelligence and marketing, internal marketing, and marketing communications.
2 and
Evi Chatzopoulou
Evi Chatzopoulou
Dr. Evi Chatzopoulou is an Assistant Professor of Marketing in the Department of Tourism Management [...]
Dr. Evi Chatzopoulou is an Assistant Professor of Marketing in the Department of Tourism Management at the University of Patras, Greece. She holds a PhD in Marketing from the Department of Business Administration at the University of Piraeus, Greece, and an M.Sc. in Management from Business School, Staffordshire University in the UK. Her research interests have a wide focus and include Consumer Behavior, Consumer Psychology, Marketing in Recession, and Tourist Behavior. She has published papers in International Journals (International Journal of Retailing and Distribution Management, Journal of Hospitality and Tourism Insights, Corporate Communications etc.) and has presented her work at various conferences (EMAC, AMS, AMA).
1
1
Department of Tourism Management, University of Patras, 26504 Patras, Greece
2
School of Social Sciences, Hellenic Open University, 26335 Patras, Greece
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(15), 6658; https://doi.org/10.3390/su16156658 (registering DOI)
Submission received: 18 June 2024
/
Revised: 19 July 2024
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Accepted: 31 July 2024
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Published: 3 August 2024
Abstract
This study investigates the relationship between user-generated content on social media and panic buying, with a focus on how attitudes towards food waste and brand value act as moderating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from an online survey with 370 responses were analyzed. The findings show that user-generated content significantly contributes to the dissemination of inaccurate information, which in turn triggers panic buying. However, the impact of inaccurate information on panic buying is moderated by consumer attitudes towards food waste and brand value. Specifically, consumers with negative attitudes towards food waste and high brand trust are less likely to engage in panic buying when exposed to misinformation. These results suggest that promoting responsible consumption and leveraging brand value can mitigate the adverse effects of misinformation during crises. This study contributes to sustainability by providing insights into developing strategies for retailers and policymakers to manage consumer behavior, emphasizing the importance of accurate information and brand communication in reducing panic buying tendencies.
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MDPI and ACS Style
Poulis, A.; Theodoridis, P.; Chatzopoulou, E.
Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation. Sustainability 2024, 16, 6658.
https://doi.org/10.3390/su16156658
AMA Style
Poulis A, Theodoridis P, Chatzopoulou E.
Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation. Sustainability. 2024; 16(15):6658.
https://doi.org/10.3390/su16156658
Chicago/Turabian Style
Poulis, Athanasios, Prokopis Theodoridis, and Evi Chatzopoulou.
2024. "Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation" Sustainability 16, no. 15: 6658.
https://doi.org/10.3390/su16156658
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