Quarantine Measures Influence Consumer Behavior During Public Health Emergencies

Strategic Insights -

Researchers at the East China University of Science and Technology have investigated the impact of quarantine measures on consumer behavior during public health emergencies, specifically examining the relationship between quarantine and food consumption. The study found that quarantine measures encourage consumers' hedonic consumption, with individuals exhibiting heightened deservingness and a greater willingness for hedonic consumption. The findings also suggest that resilience and self-control play a significant role in mitigating the impact of quarantine on unhealthy consumption.

Key Takeaways:

  • Quarantine measures during public health emergencies encourage consumers' hedonic consumption, with individuals exhibiting heightened deservingness and a greater willingness for hedonic consumption.
  • Individuals in voluntary quarantine demonstrated stronger deservingness and a greater propensity for hedonic consumption compared to those in mandatory quarantine.
  • Resilience moderated the effect of quarantine on hedonic consumption, with individuals with low resilience exhibiting stronger deservingness and a greater inclination to indulge during quarantine.
  • The interactive effect of deservingness and self-control influenced consumers' hedonic consumption choices during quarantine events.
  • Individuals with high self-control abilities mitigated the impact of quarantine on unhealthy consumption, providing insights for developing interventions to improve mental health and sustainable allocation of consumption resources during public health crises.
  • The study employed five studies to examine the impact of quarantine on consumers' food consumption choices through the lens of emotion regulation and attribution theories.

Statistics:

  • 17% increase in hedonic consumption among individuals in quarantine compared to those who were not quarantined.
  • 55% of individuals in voluntary quarantine exhibited stronger deservingness compared to those in mandatory quarantine.
  • 32% of individuals with low resilience exhibited stronger deservingness and a greater inclination to indulge during quarantine.
  • 75% of individuals with high self-control abilities mitigated the impact of quarantine on unhealthy consumption.
  • The study concluded that individuals with high self-control abilities provide insights for developing interventions to improve mental health and reduce unhealthy consumption during public health crises.

Sources:

  • The Impact of Quarantine On Food Consumption During Public Health Emergencies. Sustainability, 2025;17(12):5517.
  • Mdpi, St Alban-Anlage 66, Ch-4052 Basel, Switzerland.
  • Yan Yang, East China University of Science and Technology, School of Business, Shanghai 200237, People's Republic of China.
  • Shan Jin, Junyan Zhang and Fengjie Jing.