During the war crisis, consumers tended to panic buy products out of fear of publicising news that products would be scarce. Additionally, during the same period, customers' perceptions of what to buy and what not to buy are critical and can lead to a demand-side risk. This study aims to understand how non-coercive influence during the crisis can motivate consumers' perceived scarcity, resulting in panic buying behaviour that influences demand side risk. The proposed research model is tested using Structural Equation Modeling. The findings demonstrated that non-coercive influence during crises significantly impacts perceived scarcity. However, perceived scarcity had no statistically significant impact on panic buying behaviour, as evidenced by the rejection of the study's second hypothesis. Managers can avoid demand-side risk and improve customer satisfaction by considering theoretical and practical aspects. Finally, this research is not without limitations because this study was done at the beginning of the ongoing Russia-Ukraine conflict, so it may not fully reflect the situation's actual conclusion. Also, the research has been done without considering the cultural factors' effect on consumers. However, cultural behaviour measurements in the investigated country should be considered in future research.