Exploring Permanency of Pandemic Influenced Changes in Habitual Consumption Behaviour

Abstract

The pandemic has universally disrupted the way people live and socialise. People ' s behavioural patterns have also been signi fi cantly in fl uenced by the Covid-19 pandemic. A study conducted in Singapore found evidence of at least 17 behavioural changes triggered by Covid-19 pandemic. Another study done in Italy found that there was a high intention to adopt protective behaviours post the Covid-19 lockdown. Similarly, a study done in South Africa indicated enhanced behavioural responses to Covid-19 and consequently the evolution of preventive behaviours. The behavioural changes triggered by Covid-19 pandemic are likely to extend into consumption territory and impact consumer behaviour signi fi cantly. A seminal study done at Swiss Re Institute found that Covid-19 was likely to change the way people work, travel, communicate, shop and more. Our research is focussed on assessing pandemic in fl uenced alterations to habitual behaviour in the consumption arena. The study fi rst explores if habituated consumption behaviours have been altered in the areas of criteria of evaluation of product/brand alternatives and subsequently the choices that are being made in identi fi ed product categories. The study then follows up by assessing the causative factors that have prompted these changes. The fi nal part of research explores whether the newer habits that have replaced the older ones are here to stay or if there are merely a response to pandemic altered conditions with no permanency. The insights generated from the emergent themes clearly demonstrate that the degree of pandemic induced fear experienced in fl uences the degree of behavioural change including changes in consumption behaviour. This in turn in fl uences the longevity/permanency of behavioural changes (including changes to consumption behaviour). Personality is the moderating variable that dictates the degree of fear experienced.