ABSTRACT
Daily mobility behaviors, especially in cities with high traffic density, are among the most fundamental drivers of quality of life. Obligatory commuting necessitates individuals sacrificing their time, money, and geographic freedom to ensure their mobility. The personal cost of fatigue, stress, and environmental cost of carbon emissions is likewise substantial. The COVID‐19 pandemic led to a widespread shift to telecommuting. The pandemic has permitted an unprecedented opportunity to study Millennials' attitudes towards commuting and telecommuting. A semi‐structured interview method was used with Millennial (now the largest percentage of the workforce) white‐collar (disproportionately able to do their work remotely) workers living in the megacity of Istanbul to understand how telecommuting has altered consumer commuting habits, values, preferences, and well‐being. The results of this study show that Millennial white‐collar workers in Istanbul see compulsory commuting as a waste of time, a stress factor, and an unwanted task. The shift towards telecommuting lowered the Millennials' tolerance for traffic and long commutes and reveals willingness for immobility at peak hours and appreciation of spatial independence as a lifestyle that increases quality of life. The need for understanding transport decisions has never been more pressing with the growth of megacities and the climate change crisis. This research has important implications for white‐collar employees and their employers, as well as academics and public policy makers, who seek to understand mobility preferences and lifestyles of different generations and the environmental implications in a dynamic environment.
ABSTRACT
The COVID-19 pandemic has dramatically impacted the lives of consumers across the globe. What guidance can consumer researchers and policymakers provide consumers to elicit adaptive responses that contribute to their life-satisfaction under these adverse conditions? To this end, we develop and test an adaptive response model and demonstrate its impact on the life-satisfaction of the consumers experiencing the pandemic in Turkey. Our model suggests that amidst COVID-19, seeking emotional help triggers the positivity in people, which in turn increases life-satisfaction. Moreover, turning to religion to deal with the challenges of the pandemic leads to positivity and hope, which in turn positively affect life-satisfaction. Importantly, "escape" behaviors (such as excessive work or time spent in online shows/games) reduce positivity and hope in consumers, thus negatively impacting life-satisfaction. The paper discusses the conceptual and public policy implications of the results and offers recommendations for future research.