Analysis of consumers purchase intention in commerce and services in the neighborhood and the Impact of Covid-19

Aragão, Claudia Gomes de; Ferreira, Flavio Mangili; Silva, Hermes Moretti Ribeiro da; Belé, Tiago Gomes de Aragão

doi:10.1590/0103-6513.20230026

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Research Article • Prod. 34 • 2024 • https://doi.org/10.1590/0103-6513.20230026 copy

Analysis of consumers purchase intention in commerce and services in the neighborhood and the Impact of Covid-19

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Paper aims

To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19.

Originality

There are no studies on consumer buying behavior in commerce and neighborhood services in emerging countries, nor with this combination in the conceptual structure - TBP, Empathic Concern, Moral Attitude and the Impact of Covid-19.

Research method

Data were collected from respondents, and analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM).

Main findings

The results indicate that the consumer's attitude towards buying in the neighborhood's commerce and services was positively and significantly influenced by the Moral Attitude and Impact of Covid-19 but not by Empathic Concern. Attitude, Subjective Norm, and Perceived Behavioral Control positively and significantly influence the intention to buy in neighborhood commerce and services.

Implications for theory and practice

As a theoretical implication, the conceptual model extends the TBP, adding the dimensions of Empathic Concern, Moral Attitude, and the Impact of Covid-19 on Attitude. In practice, the study can help store managers, retailers, and marketing professionals in the sector incorporate specific actions to reach potential consumers and improve their results.

Keywords:
Theory of planned behavior; Buy intention; Covid-19; Neighborhood economy; Local service

Construct	Item	Adapted from:	Loadings	AVE	CR	Cronbach α
Attitude (ATT)	I like the idea of buying from commerce and/or services in my neighborhood.	Rahimah et al. (2018)Rahimah, A., Khalil, S., Cheng, J. M., Tran, M. D., & Panwar, V. (2018). Understanding green purchase behavior through death anxiety and individual social responsibility: mastery as a moderator. Journal of Consumer Behaviour, 17(5), 477-490. http://dx.doi.org/10.1002/cb.1733. http://dx.doi.org/10.1002/cb.1733...	0.8887	0.7933	0.9201	0.8697
	I have a favorable attitude towards buying in my neighborhood’s commerce and/or services.		0.9114
	Buying in my neighborhood’s commerce and/or services is a good idea.		0.8714
Subjective Norm (SN)	My family thinks I should buy at my neighborhood’s commerce and/or services.	Bianchi & Mortimer (2015)Bianchi, C., & Mortimer, G. (2015). Drivers of local food consumption: a comparative study. British Food Journal, 117(9), 2282-2299. http://dx.doi.org/10.1108/BFJ-03-2015-0111. http://dx.doi.org/10.1108/BFJ-03-2015-01...	0.8689	0.7775	0.9332	0.9047
	People who influence my consumer behavior think I should shop at the commerce and/or services in my neighborhood.		0.8908
	My friends think I should buy at my neighborhood’s commerce and/or services.		0.8829
	People who are important to me think I should buy at my neighborhood’s commerce and/or services.		0.8844
Perceived Behavioral Control (PBC)	For me, buying in my neighborhood’s commerce and/or services instead of other locations is easy.	Dean et al. (2012)Dean, M., Raats, M. M., & Shepherd, R. (2012). The role of self-identity, past behavior, and their interaction in predicting intention to purchase fresh and processed organic food. Journal of Applied Social Psychology, 42(3), 669-688. http://dx.doi.org/10.1111/j.1559-1816.2011.00796.x. http://dx.doi.org/10.1111/j.1559-1816.20...	0.7850	0.6943	0.8718	0.7796
	Products and services I need are available in my neighborhood's commerce and/or services.		0.8510
	If I wanted to, it would be possible to buy in my neighborhood's commerce and/or services instead of other locations.		0.8617
Moral Attitude (MA)	To buy in the commerce and/or services of my neighborhood instead of other locations would be to make a personal contribution to something better.	Arvola et al. (2008)Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50(2-3), 443-454. http://dx.doi.org/10.1016/j.appet.2007.09.010. PMid:18036702. http://dx.doi.org/10.1016/j.appet.2007.0...	0.8788	0.7903	0.9187	0.8686
	Buying in my neighborhood's commerce and/or services instead of other locations would seem morally right.		0.8983
	Buying in my neighborhood’s commerce and/or services instead of other locations would make me feel like a better person.		0.8899
Empathetic Concern (EC)	When I see my neighborhood's commerce and/or services being exploited, I feel kind of protective of them.	Rapert et al. (2021)Rapert, M. I., Thyroff, A., & Grace, S. C. (2021). The generous consumer: interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions. Journal of Business Research, 132, 838-847. http://dx.doi.org/10.1016/j.jbusres.2020.10.070. http://dx.doi.org/10.1016/j.jbusres.2020...	0.8278	0.7013	0.9336	0.9150
	The adversities suffered by my neighborhood's commerce and/or services usually disturb me a lot.		0.8456
	When I see my neighborhood's commerce and/or services being treated unfairly, I usually feel sorry.		0.8013
	I am often concerned about my less favored neighborhood's commerce and/or services.		0.8017
	I often feel sorry for the commerce and services of the neighborhood when they are having trouble.		0.8674
	I often feel sensitive to what I see happening to my neighborhood's commerce and/or services.		0.8776
Impact of Covid-19 (IOC)	I realize that the Covid-19 pandemic has personally influenced me to shop at the commerce and/or services in my neighborhood.	Qi & Ploeger (2021)Qi, X., & Ploeger, A. (2021). Explaining Chinese Consumers’ Green Food Purchase Intentions during the COVID-19 Pandemic: an extended theory of planned behaviour. Foods, 10(6), 1200. http://dx.doi.org/10.3390/foods10061200. PMid:34073514. http://dx.doi.org/10.3390/foods10061200...	0.8427	0.7614	0.9053	0.8430
	I realize that the Covid-19 pandemic has changed my consumption pattern in my neighborhood's commerce and services.		0.9178
	I realize that the Covid-19 pandemic will change society regarding shopping in the neighborhood commerce and/or services.		0.8555
Buying Intention (INT)	I am willing to buy in my neighborhood's commerce and/or services if it is available.	Sadiq et al. (2021)Sadiq, M. A., Rajeswari, B., Ansari, L., & Kirmani, M. D. (2021). The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: an extended planned behaviour approach. Journal of Retailing and Consumer Services, 59, 102352. http://dx.doi.org/10.1016/j.jretconser.2020.102352. http://dx.doi.org/10.1016/j.jretconser.2...	0.8781	0.7725	0.9314	0.9017
	I plan to shop at the commerce and/or services in my neighborhood on a regular basis.		0.9137
	I plan to buy at the commerce and/or services in my neighborhood in the future.		0.8643
	I plan to buy at the commerce and/or services in my neighborhood in the future.		0.8586

	Original Sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	Standard Error (STERR)	T Statistics (\|O/STERR\|)	P Value
ATT -> INT	0.5981	0.5973	0.0597	0.0597	10.0265	0.0000*
SN -> INT	0.1315	0.1309	0.0431	0.0431	3.0518	0.0025*
PBC -> INT	0.1376	0.1399	0.0541	0.0541	2.5417	0.0116*
MA -> AT	0.2874	0.2887	0.0688	0.0688	4.1745	0.0000*
EC -> AT	0.0702	0.0743	0.0803	0.0803	0.8736	0.3832 ^ p>0.05 – non significant difference.
IOC -> AT	0.1875	0.1878	0.0862	0.0862	2.1749	0.0305*

Hipothesis	Result
H1 - The Attitude (ATT) positively influences the intention to buy in the commerce and services of the neighborhood.	ACCEPT
H2 – The Subjective Norm (SN) positively influences the intention to buy in the commerce and services of the neighborhood.	ACCEPT
H3 – Perceived Behavioral Control (PBC) has a positive influence on the intention to buy in the commerce and services of the neighborhood.	ACCEPT
H4 - The Moral Attitude (MA) positively influences the attitude of buying in the commerce and services of the neighborhood.	ACCEPT
H5 - Empathic Concern (EC) positively influences the attitude of buying in the commerce and services of the neighborhood.	REJECT
H6 - The Impact of Covid-19 (IOC) positively influences the intention to buy in the commerce and services of the neighborhood.	ACCEPT

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[1] * claudia.aragao@unesp.br