Why consumers behaved impulsively during COVID-19 pandemic?

Purpose During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led a distortion in the availability of various items stores. This study aims explore factors affecting impulse behavior during pandemic like COVID-19 India. Design/methodology/approach Using an online questionnaire, 304 Indian were surveyed using convenience sampling technique. Proposed hypotheses and model analyzed structural equation modeling. Findings The confirmed that fear resource are most significant consumer’s pandemic. findings suggest retailers can minimize manage their advantage by providing better resources patrons they shop. Originality/value ongoing context businesses, it is being observed purchase preferences have become chaotic swings visible shopping behavior. Thus, attempt shed light on affect consumer such disruptive settings.