This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by comparing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyzed through structural equations modelling using the PLS-Path. The results revealed an inverse relationship between CV and well-being, which worsened with the emergence of the pandemic. Refund Policies, Product Promotions and Purchase Ability are the dimensions of CV identified as the most affected by the COVID-19 outbreak. Furthermore, fear proved to mediate the effect of vulnerability on well-being partially. The findings allow us to conclude that the most disrupted CV dimensions during COVID-19 are Refund Policy (RP), Purchase Ability (PA), and Product Promotion (PP). Studies comparing consumer vulnerability in international contexts are scarce. By finding the most critical dimensions of CV during a pandemic crisis, this study provides novel insights for companies and public institutions when planning responses and strategies to future disruptive occurrences. The conclusions represent an original contribution by analysing and comparing consumers' vulnerability in an everyday consumption situation and an extreme situation deployed by the COVID-19 pandemic. Valuable insights for governments and policymakers are provided. Firms working in international markets can use the insights to adapt their business strategy as effects on well-being vary across cultures.
Keywords: Brazil; Comparative study; Consumer behaviour; Consumer vulnerability; Covid-19; International business; Pandemic; Portugal; Well-being.
© 2023 The Authors.