ABSTRACT. Empirical evidence on underlying values that motivate behavioral intentions and purchase decisions during the COVID-19 pandemic has been scarcely documented in the literature. Using and replicating data from Deloitte, the European Commission, EY, GWI, and Worldpay/FIS, we performed analyses and made estimates regarding how risk of contracting COVID-19 by frequent trips to supermarket and irrational buying behaviors in terms of frequency and quantity have led to online grocery delivery services being swiftly adopted on a large scale. Descriptive statistics of compiled data from the completed surveys were calculated when appropriate.

Keywords: COVID-19; behavior; intention; purchase; decision; value

How to cite: Rydell, L., and Suler, P. (2021). “Underlying Values that Motivate Behavioral Intentions and Purchase Decisions: Lessons from the COVID-19 Pandemic,” Analysis and Metaphysics 20: 116–129. doi: 10.22381/am2020218.

Received 24 May 2021 • Received in revised form 25 December 2021
Accepted 27 December 2021 • Available online 30 December 2021