MODELLING CONSUMER BEHAVIOUR DURING PANDEMICS: A CONCEPTUAL MODEL

The pandemic has brought about unprecedented changes in the economic and social lives of people, the long-lasting impacts of which are yet to be unravelled fully. After a pandemic, associations can become less material, and young people prioritize meaningful experiences over material products. In many ways, its impact on society has already reached its peak. This epidemic will gradually pay the way for a new generation of educated consumers who spend money on products and services that provide a clear return on investment. To some extent, consumers can behave like investors and actively try to monetize the purchases. Thus, in the future, not only businesses, but young people also expect a return on their purchases. The answer can be social, economic, educational or general happiness. Understanding of the underlying causes and the mechanisms of shifts in consumer behaviour during an epidemic is important from theoretical and practical perspectives. StimulusOrganism-Response (S-O-R) theory provides a useful framework to understand the shifts in customer behaviour due to changes in environment in the context of the present pandemic. The study presents a theory-driven model that explains consumer intention to adjust consumption during pandemics as a response to changes in environment.