Covid-19 pandemic: why does it matter for consumer research?
DOI:
https://doi.org/10.5585/remark.v20i2.18677Keywords:
COVID-19 Pandemic, Consumer Research, Literature ReviewAbstract
Purpose of the Study: This paper aims to systematically review the literature available concerning the COVID-19 pandemic in the consumer domain
Methodology: We conducted a systematic literature review with 21 papers from the Scopus database that discussed the impacts of this crisis on consumer behavior. We answered the following questions: What topics are being explored by the literature? What issues did COVID-19 bring to consumers' lives? How will the COVID-19 affect consumer behavior? How to respond to the consequences that this pandemic is bringing? What are the future topics that need an investigation from the literature?
Main Results: We show how consumers are reacting to the crisis by adopting panic behavior and stocking basic products. To reduce physical distancing and psychological stress, consumers are using more technology and do-it-yourself activities. Companies are addressing those issues by limiting consumption and communicating to the customers the actions that they are taking, which for the customers are fundamental.
Theoretical and Methodological Contributions: We contribute to the literature of consumer behavior by providing evidence-based results that show how the pandemic has been affecting the consumer domain.
Relevance/Originality: The pandemic has been affecting consumer behavior and few studies are seeking to summarize the results of the research conducted and providing an overview of the topic in consumer research.
Keywords: COVID-19 Pandemic; Consumer Research; Literature Review;
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