The Impact of COVID-19 on Consumer Habits: New Aspects of Research

Abstract

Aim. The presented study aims to propose and substantiate new research directions with allowance for the impact of COVID-19 on consumer habits.
Tasks. The authors investigate the problem of the pandemic’s impact on common consumer behavior stereotypes; identify major trends in changing consumer habits; propose new directions for research on the transformation of consumer habits in the context of the COVID-19 pandemic.
Methods. This study is based on specialized scientific publications accessible via the Scopus and WoS databases and uses complementary methods of analysis, synthesis, comparison, generalization, etc.
Results. Isolation and social distancing measures taken during the COVID-19 pandemic have changed consumer habits. Consumers are learning to improvise based on their existing habits and are developing new habits associated with the digitalization of sales, changing demographics, and innovative ways that allow them to solve the problems of blurring boundaries between work, leisure, and education. The authors propose several new research questions for the next decade.
Conclusions. Isolation and social distancing in the fight against the COVID-19 virus have significantly changed consumer behavior, limiting consumption by time and location. Due to the flexibility of time and the fixed nature of location, consumers have learned to improvise creatively and innovatively. The use of digital technologies can fundamentally and irrevocably change many existing habits. Government policy also forms new consumption habits, especially in public areas: airports, concert halls, public parks, etc. The most important objective is to investigate ongoing processes and to implement the obtained scientific results in the activities of government authorities, educational institutions, and marketing activities of Russian companies.