AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Caregiving is a chronic and understudied form of consumer vulnerability that reshapes everyday decision-making, particularly in food contexts. This research conceptualizes caregiving as a sustained role-based vulnerability. It proposes a moderated-mediation model in which consumer vulnerability influences coping strategies that subsequently affect food choice and consumer well-being. Drawing on the Theory of Planned Behavior, Coping Theory, and Transformative Consumer Research, the study examines how caregiver status (familial, professional, or non-caregiver) serves as a boundary condition that shapes these relationships. A three-phase mixed-methods design is employed: qualitative interviews to refine constructs, a survey–experiment to test the moderated-mediation model, and an experimental validation that manipulates caregiving-related vulnerability. Findings are expected to advance consumer vulnerability theory by defining caregiving as a persistent marketplace condition and clarifying coping as a key mechanism. Managerially, the research highlights opportunities for food brands and policymakers to reduce decision strain and support caregiver well-being.

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