How does a disaster change consumers' belief systems and retail expenditure?

Theory of awe suggests that awe elicited by disasters can affect both consumers' belief systems, such as new ecological paradigm (NEP), and their behavioral patterns. In this vein, this research examined how a disaster experience was associated with consumers' NEP endorsement and shopping motivations. It also profiled consumers based on expenditure changes across product categories, comparing pandemic experiences, NEP, shopping motivations, and demographic characteristics. Analysis of responses from 259 U.S. consumers confirmed the NEP as a central mechanism linked to consumption changes and identified four consumer typologies with unique profiles, offering insights for retailers to predict consumer behaviors during future disasters.