Consumer attitudes during periods of economic downturn: Embodying responsible behaviors

Maria Sarmento, Mercedes Galan-Ladero, Susana Marques

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


This study addresses consumer attitudes towards PLs and NB promotions during recessions. The research adopts a mixed method approach, combining interviews and a survey applied to consumers in a context of economic crisis. The results show that economic contractions change consumer behavior, highlighting the consumers’ rational dimension. They also establish bases for structural learning. Consumers assumed that the crisis helped them to become more economically and socially responsible, assuming an intention to maintain rational and responsible behaviors in a post-recession stage.

Original languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing, Fifth International Conference, 2018
EditorsFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev
PublisherSpringer Science and Business Media B.V.
Number of pages6
ISBN (Print)9783319920832
Publication statusPublished - 2018

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


  • Consumer behavior
  • National brands
  • Private labels


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