While several studies have examined the impact of the Covid-19 pandemic on smallholder rural farmers and possible efforts to scale up their livelihood and food security, the role of consumers’ buying orientation in addressing farmers’ vulnerability in the post-pandemic era has not been explored. The paper, therefore, aims to propose and conceptualize humane buying orientation, and further explore its role in attenuating smallholder rural farmers’ vulnerability in the new normal. The qualitative design approach has been employed in two different studies. Collected data were analyzed using the SPSS 23.0 and following the interpretative phenomenological analysis. Findings validate humane buying as an altruistic orientation that will contribute to lessening the vulnerability of smallholder rural farmers in the post-pandemic era. It also shows that an enlarged-stakeholders’ (government, international agencies, corporate bodies, institutions, privileged individuals/consumers, religious organizations, etc.) effort that is rooted in morality and empathy, is required to successfully tackle the vulnerability of smallholder rural farmers, especially in developing countries such as Nigeria. The study is the first to propose, conceptualize and validate humane buying as a post-Covid-19 orientation that is capable of attenuating the vulnerability of smallholder rural farmers which has been worsened by the pandemic. The paper contributes to the understanding of emerging strategic actions required for the attainment of the United Nation’s sustainable development goals - ending poverty and hunger by 2030, and how consumers can play a key role.