The Impact of Abandonment of Travel Restrictions and Lockdowns on Consumer Purchase Behavior in Malaysia: The Moderating Role of Perceived Environmental Uncertainty

The COVID-19 pandemic has led to substantial changes in consumer purchasing behaviour, including increased online shopping, altered spending pattern and shifts in consumer priorities and values. This study aims to analyse the consumer purchase behaviour changes when restrictions were not enforced. A quantitative methodology was employed with a data collected via a self-administered survey questionnaire from 405 working adults in Selangor, Malaysia. Smart PLS was used to test hypotheses. The Findings reveal that consumer purchase decisions are significantly influenced by significative stimuli, social stimuli, and esteem needs. Additionally, environmental uncertainty is acknowledged as a moderating factor impacting the relationships between significative stimuli, esteem need and decision-making processes, although it does not moderate the relationship between social stimuli and consumer purchase behavior. These insights are vital for businesses and policymakers to understand how post-pandemic dynamics shape consumer behavior in an era of environmental uncertainty. Future research can explore how technological readiness serves as a moderator, particularly in its impact on engagement with online shopping platforms versus in-store experiences. Additionally examining how sustainability concerns influence consumer preference could provide further insights into evolving consumer behavior.