Did the earth move for you too? Understanding post-earthquake changes in retail shopping behaviour

Ballentine, P
Parsons, AG
Zafar, S
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Conference Contribution
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Academy of Marketing

Christchurch, the second largest city in New Zealand, was rattled by three major earthquakes in a span of six months from September 2010. With significant loss of life, collapsed buildings and damaged infrastructure, consumers were confronted with the notion that retail spaces, in the event of an earthquake, had the potential to be unsafe and a source of possible personal harm. This paper presents the results of a qualitative study that explored how consumers modified their retail shopping behaviour following a sequence of earthquake events over the 2010/2011 timeframe in Christchurch, New Zealand.

Academy of Marketing Conference held at University of South Wales, Cardiff, UK, 2013-07-09 to 2013-07-11
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