Economic and Social Factors Shaping Consumer Behaviour in Era of the Covid-19 Pandemic

Abstract

The outbreak of the COVID-19 pandemic marked the beginning of huge changes both in the economy and in the attitudes of purchasers in many market sectors. The dynamically changing reality and uncertainty about the future resulted in a variety of consumer reactions such as: refraining from purchasing certain goods and services and postponing spending. The impact of the pandemic can be considered in the context of factors shaping consumer behaviour: economic, e.g., level and sources of income, supply, price level and relations, as well as non-economic. This article addresses the issue of consumer behaviour during a pandemic and attempts to analyse the economic and social factors influencing purchasing decisions. The article is theoretical in nature, but includes a review of various Polish and foreign studies conducted during that period. The purpose of the publication is to determine to what extent the pandemic condition caused by COVID-19 changed the behaviour of Polish consumers taking into account economic and social factors. In particular, how did the pandemic restrictions affect purchasing behaviour, expenditure structure, savings and final decisions made by consumers. A research gap in this area has been identified.