The psychology behind stockpiling behaviour during critical situations : A study of the change in consumer behaviour with special regards to the phenomenon stockpiling among Swedish residents during the Covid-19 outbreak

Abstract: Background: The novel coronavirus (Covid-19) spread globally from its outbreak in China in the beginning of 2020, causing numerous deaths and strained on the health care systems all over the world. Most countries gave answer to this pandemic by implementing national lockdowns, which often evoked panic among citizens and therefore lead to stockpiling or sometimes panic buying behaviours. However, Sweden decided to take another approach in handling the crisis and refrained from implementing a forced lockdown and mainly focused on the responsibility of individuals. Given the lack of research in the field of stockpiling behaviour among Swedish residents and the magnitude of difference in the “Swedish approach”, compared to other countries, this situation provides the perfect ground to research stockpiling behaviour in Sweden. Purpose: This research aims to identify patterns and drivers within stockpiling behaviour among Swedish residents during the Covid-19 outbreak. Method: The paper is based on a qualitative study. A frame of reference to support findings and provide important links to existing literature regarding the psychology behind consumer behaviour, in particular stockpiling during critical situations, has been presented. To create in-depth insight into the reasonings behind stockpiling behaviour in Sweden during the Covid-19 outbreak, six semi-structured interviews have been conducted. Conclusion: Two patterns, rational stockpiling and the absence of irrational stockpiling, along with five drivers, namely, governmental restrictions and recommendations, fear from the disease or transmission, risk mitigation, convenience, and level of trust in the government, have been observed.