Panic buying remains a recurring issue during periods of uncertainty, and new research suggests the behaviour is less about individual traits and more about how risk and social cues are communicated.
Dr Karina Rune, a behavioural scientist at the University of the Sunshine Coast, says the patterns seen during the COVID-19 pandemic continue to offer useful lessons. She argues that panic buying is often driven by shared beliefs rather than personal tendencies.
During lockdowns, many Australians rushed to stockpile essentials such as toilet paper, cleaning supplies and long-life food, leaving supermarket shelves temporarily empty. Similar scenes have appeared during fuel shortages and extreme weather events, even when supply chains remained stable.
Research led by Dr Rune, published in late 2025, found that people were more likely to buy extra when they believed there was a risk in not doing so or when they thought others were stockpiling. These perceptions can quickly spread, turning precaution into a widespread response.
“When people think they might miss out, or believe others are buying in bulk, the behaviour can feel justified,” Dr Rune said. “But when many people act this way at once, it creates the shortages they are trying to avoid.”
The findings challenge some common assumptions. Factors such as age, income, gender and household size were not consistent predictors of panic buying, nor were personality traits linked to anxiety or uncertainty. Instead, the behaviour appears to be shaped by collective responses to information and social signals.
To test whether this behaviour could be influenced, researchers conducted a randomised controlled trial where participants were shown short, evidence-based messages. These messages focused on correcting misconceptions about risk, highlighting that most people were purchasing normally, and explaining the broader impact of stockpiling.
The study found that such messaging reduced people’s intention to panic buy, particularly for hygiene products and non-perishable food.
Dr Rune said direct appeals telling people not to panic were less effective than clear explanations about how collective behaviour affects supply. Early communication, before shortages appear, was also seen as important in shaping responses.
As Australia continues to face disruptions linked to weather events and supply pressures, the research points to a practical approach for governments and retailers. Clear, timely messaging that addresses risk and social norms may help limit the cycle of panic buying before it begins.
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