Long-term changes in consumers' shopping behavior post-pandemic: an exploratory study

Abstract

PurposeShort-term changes in consumers' shopping behaviour due to the Covid-19 pandemic have been studied, but not the long-term effects. This study fills this gap by exploring the long-term changes in consumers' retail shopping behaviour, due to their experiences of the Covid-19 pandemic.Design/methodology/approachQualitative data were collected from one hundred fifty-nine respondents, and grounded theory approach was applied for interpretation. Gioia thematic analysis method, open coding, and axial coding were used for analysis.FindingsIndividuals who positively approached their experiences during the Covid-19 demonstrated increased pro-sustainable and pro-environmental self-identity, resulting in sustainable consumption and a shift to online shopping. Individuals having overpowering negative experiences demonstrated heightened fear of missing out (FOMO), loss aversion, and rumination. While shopping, they demonstrated herd behaviour and shifted to online shopping.Research limitations/implicationsThis study highlights emotional and psychological mechanisms influencing long-term changes in consumer shopping preferences post Covid-19 pandemic. The generalizability of the findings is limited due to the study's exploratory nature and the sample size.Originality/valueThis study contributes to shopping behaviour literature by uncovering novel constructs of self-identity, loss aversion, FOMO, and rumination as antecedents to long-term shopping behaviour changes post-Covid-19. It provides a new conceptual model of consumers' shopping behaviour, which may be empirically validated.