Shopping for Clothing in Retail Stores During a Pandemic: The Role of Interdependence and Age in Use of Precautionary Measures

The purpose of this study was to examine how individual-level personal values and age affect shopping behavior during a pandemic, specifically, the value of interdependence and younger/older age groups on use of precautionary measures when shopping in retail clothing stores. Six precautionary measures were selected: (a) social distancing, (b) wearing a mask or other face covering, (c) wearing gloves, (d) refraining from touching the merchandise, (e) refraining from trying on clothing, and (f) washing or sanitizing hands. Participants (n=331) in US were recruited via Qualtrics Panel services. Results showed that interdependence was significant for all six precautionary measures, while age group was significant for three precautionary measures (social distancing, mask wearing, wearing gloves). This study suggest that the personal value of interdependence affected consumer behavior; those with heightened interdependence used more precautionary measures.