THE PSYCHOLOGICAL CONSEQUENCES OF COVID ANXIETY: AN EXPLANATORY STUDY FROM A CONSUMER PERSPECTIVE

Abstract

This study investigates the psychological effects of Covid anxiety on individuals from a consumer standpoint. Specifically, the current research looks at the impact of Covid anxiety on future orientation, hopelessness, and compulsive buying, as well as the influence of hopelessness and future orientation on compulsive buying. The link between future orientation and hopelessness is also being investigated. In this context, 350 individuals are surveyed online, and the structural equation modeling technique is utilized to analyze the data. It is confirmed that Covid anxiety increases hopelessness and compulsive buying tendency and reduces future orientation. The results also demonstrate that hopelessness boosts compulsive buying, whereas future orientation declines this tendency. Finally, there is evidence of a negative link between hopelessness and future orientation. This study gives insight into the interactions among psychological factors that resulted in considerable cognitive changes and compulsive buying during the pandemic. Further, the current study is a pioneer one that integrates Covid anxiety, hopelessness, future orientation, and compulsive buying into a conceptual model.