Abstract
In the article the authors give an assessment of changes in trends of the consumer behavior in the context of the COVID-19 pandemic. It is shown that care for health and safety of oneself and loved ones in conditions of social distancing, forced homing and blurring the boundaries between work and home are main drivers for changing the consumer practices of Russian citizens, introducing the new creative ways of consumption and the emergence of deferred demand. The authors show changes in consumer attitudes towards home space, self-care increasing. They conclude that due to self-safety and digitalization trends in consumer behavior have changed so significantly that consumers will not completely return to their old habits after the end of the pandemic. New technologies and digitalization are making significant changes in the consumer lives and practices.
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