Cause for pause in retail service: a respond, reimagine, recover framework

Abstract

Purpose The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’ preferences and shopping behavior in retail using a sustainable consumption lens to understand the long-term effects of the pandemic on retail services. Design/methodology/approach Semi-structured interviews were conducted with 30 participants to gain insights into shopping behaviors and preferences during the pandemic and to investigate changes in attitudes or behaviors toward sustainable consumption as a result of the pandemic. Data analysis involved an iterative inductive process and subsequent thematic analysis. Findings The results reveal a strong move toward sustainable and conscious consumption with three key changes occurring as a result of the pandemic, including changes in consumers’ ethos, move to purpose-driven shopping and drive to buy local and support national. Practical implications This paper reveals insights into consumer shopping behaviors and preferences that can potentially counter the collapse of “normal” marketplace activities in the face of the current global pandemic by providing a framework for how retail services can respond, reimagine and recover to move forward long term. Originality/value This study uncovers the importance of services marketing in endorsing and promoting sustainable consumption by shaping subtle shifts in conscious consumption as a way to recover from a global pandemic and move to a “new” service marketplace.