Human values, which are fundamentally oriented towards stability, have changed in the wake of a major global event that has shaken the world. The new normal has had a profound impact on consumer attitudes and behaviour. In my master thesis I focus on the change in values in the context of the covida-19 pandemic and the consequences of such changes on consumer behaviour. The aim of the research is to present values and their characteristics and their impact on consumption through a descriptive analysis. The empirical part, which consists of a quantitative analysis, investigates whether individuals perceived a change in values after the pandemic, and whether this has had an impact on their consumption habits. Consumers reinforced already established values such as security, family and self-improvement through the pandemic, with a preference towards conservation and self-transcendence values and less towards self-improvement values. The value of security was a key value in the response to pandemic protective measures. Accordingly, consumers have adopted new habits such as online shopping, hoarding products, seeking brands that support their health, etc. After the pandemic is over, most of the key behavioural changes are no longer perceived, consumers are more likely to return to their previous habits or to combine new habits with them in a way that is more convenient for them.
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