The impact of the COVID-19 crisis on consumer purchasing motivation and behavior

The COVID-19 outbreak changed dramatically and altered the attitudes, intentions and purchasing patterns of consumers. This global crisis was particularly notable because of globalization—the interconnection of markets and countries—and its unprecedented coverage by traditional and digital media.

This research queried the impact of the COVID-19 crisis on consumers’ motivation and behavior. The present paper was based on the results of mixed methods —qualitative and quantitative analyses—conducted in more than 55 countries and collectively engaging 1,015 participants. The studies were performed by the end of March 2020, at which time the pandemic was at its first peak, allowing data to be collected in real time, recording the actual behaviors of consumers and not simply what they could recall after the fact.

As a result of the COVID-19 crisis, many changes took place in consumer behavior related to products, channels, and motivations. These changes proved to be more related to consumers’ perceptions of the crisis than to its practical effects. Several managerial and theoretical implications are provided, as well as compelling future research avenues.