Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation

Abstract

This study investigates the relationship between user-generated content on social media and panic buying, with a focus on how attitudes towards food waste and brand value act as moderating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from an online survey with 370 responses were analyzed. The findings show that user-generated content significantly contributes to the dissemination of inaccurate information, which in turn triggers panic buying. However, the impact of inaccurate information on panic buying is moderated by consumer attitudes towards food waste and brand value. Specifically, consumers with negative attitudes towards food waste and high brand trust are less likely to engage in panic buying when exposed to misinformation. These results suggest that promoting responsible consumption and leveraging brand value can mitigate the adverse effects of misinformation during crises. This study contributes to sustainability by providing insights into developing strategies for retailers and policymakers to manage consumer behavior, emphasizing the importance of accurate information and brand communication in reducing panic buying tendencies.