Impulsive consumption is a typical behavior that people often present during public health emergencies, which usually leads to negative outcomes. This study investigates how public health emergencies, such as COVID-19, affect people’s impulsive consumption behavior. Data from 1548 individuals in China during the COVID-19 outbreak was collected. The sample covered 297 prefecture-level cities in 31 provincial administrative regions. The research method included the use of a structural equation model to test multiple research hypotheses. The study finds that the severity of a pandemic positively affects people’s impulsive consumption. Specifically, the more severe the pandemic, the more likely people are to make impulsive consumption choices. The results indicate that both perceived control and materialism play mediating roles between the severity of a pandemic and impulsive consumption. As conclusions, people’s impulsive consumption during public health emergencies can be weakened either by enhancing their perceived control or by reducing their materialistic tendency. These conclusions are valuable and useful for a government’s crisis response and disaster risk management.

Purpose: This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.Design/methodology/approach: Four between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.Findings: Consumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.Originality/value: This study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.