THE PROPOSITION OF CONSUMER SELF-CARE CONATION UNDER THE BACKDROP OF COVID-19

The impact of COVID-19 on consumers' purchase behaviour is relatively new in the purchase decision body of knowledge. This study aims to postulate a research proposition that looks into consumers' fear and purchase conation during the pandemic crisis. This study leveraged a small-scale preliminary study through a snowball self-administrative survey to serve as an initial inquiry to understand the perceived COVID-19 relevant information that affects the Malaysian consumers' affective state and Vitamin C's purchase the COVID-19 crisis. A brief discovery informed that the respondents were emotionally influenced by COVID-19 relevant information on social media and its incredible impact on affective reaction and motivation to practice self-care.