Applying reactance theory in exploring the relationship between the big 5 personality traits and shopping intentions post pandemic.

Despite the role of shopping in alleviating stress, the influence of shopping in coping with the stress experienced during Covid by people with different personality traits is under researched. We addressed this literature gap by conducting an online survey (<italic>n </italic>= 490) with the U.S. national population. Analysing the data through structural equation modelling, we found that extraversion and neuroticism positively influenced, and conscientiousness negatively influenced Covid-stress; Covid-stress positively influenced intentions for hedonic shopping, panic buying, utilitarian shopping and; Covid-stress mediated the relationships between the personality traits in terms of conscientiousness, extraversion, and neuroticism and shopping intentions in terms of hedonic shopping, panic buying, and utilitarian shopping. Extraversion and neuroticism had an indirect positive influence and conscientiousness had a negative influence on the intentions for hedonic shopping and panic buying. Extraversion and neuroticism had an indirect positive influence on the intentions for utilitarian shopping. Implications for fashion industry are suggested. [ABSTRACT FROM AUTHOR]