A View from Inside: Insights on Consumer Behavior during a Global Pandemic

The current humanitarian crisis related to the COVID-19 outbreak around the world presents unprecedented challenges to the global community that all constituents—governments, companies, nonprofits and citizens—must grapple with. Since the first case of COVID-19 infection was reported in December 2019, the number of cases worldwide has risen to over 33 million across 213 countries, with more than one million deaths (https://www.worldometers.info/coronavirus/). This special issue was made possible by consumer researchers pitching in and doing their share to document experiences of the different constituents during this pandemic, from perceptions and emotions, to attitudes and behaviors, with an aim to understand and provide insights to potential solutions.