The Covid-19 pandemic has caused unprecedented crises to societies and economies around the world and has brought drastic changes in the way consumers behave. Fashion business is one of the industries that has been significantly affected by Covid-19 as many consumers reduced their discretionary spending during the pandemic. While the world is entering the post-pandemic era and recovering from the pandemic, it is important to uncover and reflect on the reasons behind varying patterns of consumers’ coping behaviors associated with fashion shopping. However, current research on consumer fashion behavior during the pandemic primarily focuses on a particular type of shopping behavior, without addressing varying patterns of fashion consumption behaviors. In addition, most of these studies attributed such changes in behaviors to motivations toward protection against health-adverse threats based on the Protection Motivation Theory, which mostly focuses on protective behaviors and has limited power in understanding varying internal reasons toward various coping behaviors. Considering the varying adaptive and maladaptive patterns of fashion consumption behaviors observed in the market, it is important to address the psychological mechanism behind varying adaptive and maladaptive patterns of fashion consumption behaviors. Thus, drawing from the Stimulus-Organism-Response (SOR) framework, this study aims to investigate how cognitive appraisal of threats affects the affective/emotional state of consumers and consequently their intention to engage in various coping behaviors in the context of fashion shopping. Specifically, this study aims to investigate how individuals’ cognitive appraisals on risks and uncertainty induce varying emotional feelings (i.e., fear, anxiety, and hope), which further leads to their decisions to engage in problem vs. emotion-focused coping through fashion shopping during the pandemic.

Halal transportations will ensure that the Halal status of the products will be preserved. Halal certification is believed to increase the operation cost for the transport providers, which reflect the price paid by customers who choose to buy products transported by Halal transportation. Hence, it is worthwhile to investigate the willingness of Muslim consumers to pay extra for the Halal transportation cost. The study aims to identify factors influencing Muslim consumers’ attitude towards their willingness to pay for Halal transportation. Using the stimulus-organism-response model, attitude which represents the organism factor will be treated as a mediator for variables representing the stimulus factors and the variable for the response. On the other hand, the study will also examine the effect of knowledge as a moderating factor. The data was collected from Muslim consumers in Kuala Lumpur. Applying the purposive sampling method with a self-administered survey, 202 respondents agreed to participate in the study. The findings revealed that awareness and perceived behavioural control are a stimulus towards attitude, and attitude is a significant organism on willingness to pay. The study also found that attitude mediates the relationship between awareness and perceived behavioural control towards the willingness to pay for Halal transportation. Additionally, the knowledge has a moderating effect of the relationship between attitude and the willingness to pay. The findings of the study are not only beneficial for the Muslim community in Malaysia, but also the Muslims around the world.

We aimed to extend the Stimulus–Organism–Response framework. Atmospherics and staff service were evaluated as stimulus impacting attendees’ social/self concept and memory (organism), and further leading to behavioral intention (response). Memory is not only an effective predictor of behavioral intention but also mediates the social/self concept value and behaviors.