GENDER DIFFERENCE ASSOCIATED WITH FACTOR INFLUENCE ON CONSUMER GUILT: AN EXPERIENCE DURING COVID-19 PANDEMIC

Abstract

Purpose: Taking into consideration the prolonged theories and concepts of gendered consumer guilt, this study is based on analysing whether there is an impact of gender on the consumer guilt experienced by consumers in the Sri Lankan market context amidst the COVID-19 pandemic. Design / Methodology / Approach: In order to meet this objective, responses were gathered via a Google form survey questionnaire to measure the impact of gender on consumer guilt across four variables of guilt; purchase, non-purchase, on-self and others guilt. The survey was conducted among 102 customers representing 68 females and 34 males in the Sri Lankan consumer market. Findings: The results of this study suggest that there isn’t any difference between women and men towards consumer guilt felt as a result of purchases. Ultimately, the overall results suggest that Purchase Guilt factors influence a large extent towards the Consumers Guilt while Non-Purchasing Guilt, On-self Guilt and focus on Other Guilt factors have moderate effects towards Consumer Guilt. Originality: This study is important for Marketers in Sri Lanka in deciding their marketing strategies catering to different purchasing patterns in between the genders.