Covid-19 Pandemic Influence on Consumer Buying Behaviour


  • Tina Vukasović International School for Social and Business Studies


Covid-19, consumers, decision-making, consumer behaviour


Purpose: The purpose of the paper is to present the connections between buying factors and their effects on consumer decision-making in the time of the Covid-19 pandemic. The Covid-19 pandemic has upended all areas of life.  We have all had to adapt to the so-called "new normality", which is, of course, neither easy nor desirable in any element of our lives.

Study design/methodology/approach: A quantitative survey was designed and conducted. The primary data were collected through a structured questionnaire. The survey was conducted by distributing questionnaires via e-mail. The distribution of the questionnaires was initiated according to the snowball principle in all Slovenian regions. The target population of the survey was the population of Slovenian citizens between 18 and 65 years of age.

Findings: Based on the data analysis, we find that the purchasing frequency decreased during the pandemic. An important increase is observed in the use of online stores, namely online shopping. Consumer buying habits were most negatively affected by government restrictive decrees, which limited movement to municipalities, by lower-income, resulting from partial closure of the economy and temporary lay-offs, and by uncertainty regarding future employment. As evident from the research, the epidemic has caused significant changes in consumer buying habits.

Originality/value: The results of the research contributed findings of the behaviour and opinion of consumers during a state of emergency, which will contribute to further decision-making, concerning sales and related procurement.