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The impact of Covid-19 pandemic on consumer behavior, under the prism of persistence resilience
(09/01/2019) Benakopoulou, Erifyli; Μπενακοπούλου, Εριφύλη; Athens University of Economics and Business, Department of Marketing and Communication; Karantinou, Kalipso
The world from ancient years up until now, has dealt with numerous pandemic outbreaks with severe consequences. What made the COVID19 pandemic, that started on December 2019 from China, stand out had to be its easily transmittable form and its rapid expansion. Most countries imposed lockdowns and forbid people from coming out of their houses but only for necessities. People had to face a new and utterly disturbing to their ordinary lifestyles’ new reality. The present study focuses on examining the impact the COVID19 pandemic has imposed on consumer behavior. It aims to investigate the consequences of such a circumstance on consumption patterns, throughout the chronicle of this pandemic. Moreover, the study is analyzed under the prism of persistence resilience. Persistence resilience is a theoretical model that supports that “ a dynamic system has the capacity to adapt successfully to disturbances that threaten system function, viability, or development” (Masten et al 2014). Using both qualitative and quantitative methodology, the present study takes a holistic view, looking into all the key changes that might have occurred during this pandemic. The study overall involved three methods of data collection and analysis. In the beginning, the available literature was examined in order to gain insight on the matter as well as some deeper knowledge on the theory of persistence resilience. Being guided by the existing literature, in Study 1 two separate rounds of interviews were conducted with the same seven interviewees. Two separate rounds were conducted to understand how respondents’ lives have been affected and also in order to compare both rounds. The findings of this study lead to the construction of a questionnaire in Study 2 that was distributed online to approximately 300 people, to ensure a broader sample and gain results that could be representative of the population. From an academic perspective, this paper offers perception on the impact that the COVID19 pandemic had on consumer behavior throughout all time periods of this pandemic, something that had not been done so far and provides the academic community with a newly created questionnaire which can prove to be a useful tool for future studies. From a managerial perspective, the findings of this research study can be utilized by corporations in order to tackle this situation. From a societal perspective, this paper offers awareness in the field of resilience, meaning whether people turned out to be resilient in this crisis, what coping mechanisms they utilized etc. The value of this research study derives from the fact that it attempts an investigation that has not been conducted, that ended up uncovering paramount results.

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