Managing Perceived Legitimacy in Uncertain Times: The Effects of Long-Covid

Uncertainty and unpredictability are the main characteristics of a crisis: the Covid-19 pandemic was definitely characterised by these two issues. During the Covid-19 pandemic, people experienced a very high level of fear that affected their behaviour in several dimensions of their lives, including their buying habits. Retailing was one of the most affected industries due to government health regulations and people’s fears and emotions. In such tumultuous times, organizational legitimacy plays a crucial role since consumers tend to interact with legitimate organizations, avoiding companies that are not fulfilling their expectations and are not aligned with the accepted social norms. The objective of this research is to understand how uncertainty and crisis may affect consumer behaviour taking into account their emotional conditioning. Specifically, we measured the impact on three different groups of people based on their relationship with the virus: those infected, those uninfected, and those with long-Covid sequelae. We conducted an empirical study in June 2022 on a sample of 515 individuals from the above groups. Our findings revealed that the effects of risk perception and legitimacy are significantly different and that these factors affect individuals purchase intention. The research findings contribute to consumer behaviour theories and offer practical insights for marketing professionals and policymakers in crisis situations. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------  Acknowledgments: This research has been financed by the Community of Madrid with European Regional Funds under the project “Evolución, Caracterización Clínica, Molecular y Genética y Tratamiento de los Síntomas post-COVID (COVID Persistente)” ref: A467; and Young Researchers R&D Project. Ref. Proyect v1156  LEG-INCERT-ECON. Financed by Community of Madrid (Spain) and Rey Juan Carlos University