Impact of Consumer Emotional Intelligence on Satisfaction with Life during the COVID-19 Pandemic: The Mediating Role of Impulsive Buying Behavior

Abstract

This study investigates the role of emotional intelligence (EI) in consumers satisfaction with life (SWL), particularly during the COVID-19 crisis. It looks into the relationship between consumer EI, impulsive buying (IB), and SWL, particularly during the dreadful COVID-19 pandemic. It also reflects on the mediating role of IB in the indirect association between consumer EI and SWL. The data were collected from 483 public-sector university graduates in Islamabad, Pakistan. Findings reveal a significant association between consumer EI and IB as well as between consumer EI and SWL. In addition, consumer IB behavior played a significant mediating role in the indirect relationship between consumer EI and SWL: When consumers have a high level of EI, their involvement in IB is low, and they are more satisfied with their lives. This study helps consumers to understand how to effectively manage emotions ensuing during shopping experiences to control their buying behavior. The study also broadens our understanding of how EI can help consumers to remain satisfied during the COVID-19 crisis.