• Cleber Lemes Bausch Universidade do Vale do Rio dos Sinos
  • Gabriel Sperandio Milan Universidade do Vale do Rio dos Sinos
  • Ana Paula Graciola Universidade do Vale do Rio dos Sinos
  • Luciene Eberle Universidade do Vale do Rio dos Sinos
  • Suélen Bebber Universidade de Caxias do Sul



COVID-19 Pandemic, Consumer Behavior, New Consumption Habits, Market Perspectives, Literature Review


In a short time, the COVID-19 pandemic transformed people’s behavior, undermining firms and businesses and changing the global economy. In this context, the study aimed to understand the impacts the COVID-19 pandemic caused on consumer behavior. The research method adopted was the literature review, investigating the Scopus and Web of Science databases, two of the main scientific databases. A total of 205 articles published in 2020 were identified, and, based on the proposed criteria, 30 studies showed high adherence to the topic and contributed to the understanding of changes in consumer habits and behavior. The main themes identified were: e-commerce growth, panic buying, repressed demand and stricken sectors, do-it-yourself, increased apps usage, machine learning methods, data internet security, and online marketing and shopping platforms.

Biografia do Autor

Cleber Lemes Bausch, Universidade do Vale do Rio dos Sinos

Mestrando em Engenharia da Produção e Sistemas na Universidade do Vale do Rio dos Sinos (São Leopoldo/Brasil). E-mail:

Gabriel Sperandio Milan, Universidade do Vale do Rio dos Sinos

Pós-Doutor em Administração – Marketing pela Universidade Federal do Rio Grande do Sul (Porto Alegre/Brasil). Professor na Universidade do Vale do Rio dos Sinos (São Leopoldo/Brasil). E-mail:

Ana Paula Graciola, Universidade do Vale do Rio dos Sinos

Pós-Doutoranda em Engenharia da Produção e Sistemas na Universidade do Vale do Rio dos Sinos (São Leopoldo/Brasil). E-mail:

Luciene Eberle, Universidade do Vale do Rio dos Sinos

Pós-Doutoranda em Engenharia da Produção e Sistemas na Universidade do Vale do Rio dos Sinos (São Leopoldo/Brasil). E-mail:

Suélen Bebber, Universidade de Caxias do Sul

Doutoranda em Administração na Universidade de Caxias do Sul (Caxias do Sul/Brasil). E-mail:


Anastasiadou, E.; Anestis, M. C.; Karantza, I.; Vlachakis, S. The coronavirus’ effects on consumer behavior and supermarket activities: insights from Greece and Sweden. International Journal of Sociology and Social Policy, v. 40, n. 9/10, p. 893-907, 2020.

Antonides, G.; Van Leeuwen, E. Covid-19 crisis in the Netherlands: only together we can control Corona. Mind & Society, article in press, 2020.

Barnes, S. J.; Diaz, M.; Arnaboldi, M. Understanding panic buying during COVID-19: a text analytics approach. Expert Systems with Applications, p. 114360, in press, 2020.

Baicu, C. G.; Gârdan, I. P.; Gârdan, D. A.; Epuran, G. The impact of COVID-19 on consumer behavior in retail banking: evidence from Romania. Management & Marketing -Challenges for the Knowledge Society, v. 15, n. 1, p. 534-556, 2020.

BRYNJOLFSSON, E.; HU, Y. J.; RAHMAN, M. S. Competing in the age of omnichannel retailing. MIT Sloan Management Review, Summer 2013.

Cocolas, N.; Walters, G.; Ruhanen, L.; Higham, J. Consumer attitudes towards flying amidst growing climate concern. Journal of Sustainable Tourism, ahead of print, p. 1-14, 2020.

CRUZ-CÁRDENAS, J.; ZABELINA, E.; GUADALUPE-LANAS, J.; PALACIO-FIERRO, A.; RAMOS-GALARZA, C. COVID-19, consumer behavior, technology, and society: a literature review and bibliometric analysis. Technological Forecasting & Social Change, v. 173, n. 121179, 2021.

DIRSEHAN, T.; CANKAT, E. Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period. Journal of Retailing and Consumer Services, v. 62, 102608, 2021.

Donthu, N.; Gustafsson, A. Effects of COVID-2019 on business and research. Journal of Business Research, v. 117, n. 12, p. 284-289, 2020.

Dsouza, D.; Sharma, D. Online food delivery portals during COVID-19 times: an analysis of changing consumer behavior and expectations. International Journal of Innovation, Science, already-to-print, 2020.

Ellison, B.; McFadden, B.; Rickard, B. J.; Wilson, N. L. W. Examining food purchase behavior and food values during the COVID‐19 pandemic. Applied Economic Perspectives and Policy, Special Collection on COVID-19, p. 1-15, 2021.

Erdelen, W. R.; Richardson, J. G. A world after COVID-19: business as usual, or building bolder and better? Global Policy, p. 1-10, 2021.

FEDORKO, I.; BACIK, R.; GAVUROVA, B. Technology acceptance model in e-commerce segment. Management & Marketing: Challenges for the Knowledge Society, v. 13, n. 4, p. 1.242-1.256, 2018.

Gabriel, D.; Loredana, D. Using Internet as a solution for sales in Covid-19 pandemic: e-commerce. In: Annals of DAAAM & Proceedings, v. 7, n. 1, p. 104-110, 2020.

GELBER, M. S. Do-it-yourself: constructing, repairingand maintaining domestic masculinity. American Quarterly, v. 49, n. 1, p. 66-112, 1997.

GÉRON, A. Hands-on machine learning with scikit-learn, keras, and tensorflow. 2nd edition. Vancouver: O’Reilly, Sebastopol, 2019.

Goolsbee, A.; Syverson, S. F. Fear lockdown and diversion: comparing drivers of pandemic economic decline 2020. Journal of Public Economics, v. 193, n. 1, p. 104311, 2020.

Hassan, S.; Awan, M. T.; Bhaumik, A. Covid-19 quarantine and consumer behavior that change the trends of business sustainability development. Academy of Strategic Management Journal, v. 19, n. 4, p. 1-11, 2020.

Hennink, M.; Hutter, I.; Bailey, A. Qualitative research methods. Thousand Oaks: Sage Publications, 2011.

Hoekstra, J. C.; eeflang, P. S. H. Marketing in the era of COVID-19. Italian Journal of Marketing, v. 4, p. 249-260, 2020.

Hossain, M. The effect of the COVID-19 on sharing economy activities. Journal of Cleaner Production, v. 280, p. 124782, 2021.

Jribi, S.; Ismail, H. B.; Doggui, D.; Debbabi, H. COVID-19 virus outbreak lockdown: what impacts on household food wastage? Environment, Development and Sustainability, v. 22, p. 3.939-3.955, 2020.

KHADEMI-VIDRA, A.; BUJDOSÓ, Z. Motivations and attitudes: an empirical study on DIY (do-it-yourself) consumers in Hungary. Sustainabiliy, v. 12, p. 1-19, 2020.

Kaur, A.; Malik, G. Understanding the psychology behind panic buying: a grounded theory approach. Global Business Review, p. 1-14, 2020.

Kerigan, N. The consumer in lockdown: consumer-merchant payments in a mobility-constrained environment. Journal of Payments Strategy & Systems, v. 14, n. 2, p. 113-119, 2020.

Khairunesa, I. Malaysians’ popular online shopping websites during movement control order (MCO). International Journal of Advanced Trends in Computer Science and Engineering, v. 9, n. 2, p. 2.154-2.158, 2020.

Kinange, U.; Patil, N. COVID-19 & business environment: disruptions, opportunities and challenges. International Journal of Management and Applied Science, v. 6, n. 11, p. 19-23, 2020.

Kirk, C. P.; Rifkin, L. S. I’ll trade you diamonds for toilet paper: consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, v. 117, n. 11, p. 124-131, 2020.

KoETZ, C. I. O valor para o consumidor virtual - análise da utilização de internet por meio de web site de empresas. Gestão e Desenvolvimento, v. 2, n. 2, p. 35-46, 2005.

Kopytin, I. World oil market: the pandemics will bring global peak oil demand closer. World Energy After the Pandemic, v. 64, n. 9, p. 26-36, 2020.

Li, J.; Hallsworth, A. G.; Coca‐Stefaniak, J. A. Changing grocery shopping behaviours among Chinese consumers at the outset of the COVID‐19 outbreak. Tijdschrift Voor Economische en Sociale Geografie, v. 111, n. 3, p. 574-583, 2020.

Loxton, M.; Truskett, R.; Scarf, B.; Sindone, L.; Baldry, G.; Zhao, Y. Consumer behaviour during crises: preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of Risk and Financial Management, v. 13, n. 8, p. 166-187, 2020.

LV, J.; WANG, Z.; HUANG, Y.; WANG, T.; WANG, Y. How can e-commerce businesses implement discount strategies through social media? Sustainability, v. 12, n. 18, p. 7.459, 2020.

McClure, R. J. After COVID-19, business as usual: is the right goal? Injury Prevention, v. 26, n. 3, p. 195, 2020.

McLEAN, G.; WILSON, A. Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, v. 101, p. 210-224, 2019.

Oana, D. The impact of the current crisis generated by the COVID-19 pandemic on consumer behavior. Studies in Business and Economics, v. 15, n. 2, p. 85-99, 2020.

OMAR, S.; MOHSEN, K.; TSIMONIS, G.; OOZEERALLY, A.; HSU, J. H. M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, v. 60, n. 102468, 2021.

Ortega-Vivanco, M. Efectos del Covid-19 en el comportamiento del consumidor: caso Ecuador. RETOS - Revista de Ciencias de la Administración y Economía, v. 10, n. 20, p. 233-247, 2020.

PAYNE, A.; STORBACKA, K.; FROW, P. Managing the co-creation of value. Journal of the Academy of Marketing Science, v. 36, n. 1, p. 83-96, 2008.

Prentice, C.; Chen, J.; Stantic, B. Timed intervention in COVID-19 and panic buying. Journal of Retailing and Consumer Services, v. 57, p. 102203, 2020.

Ramdhani, A.; Ramdhani, M. A.; Amin, A. S. Writing a literature review paper: a step-by-step approach. International Journal of Basics and Applied Sciences, v. 3, n. 1, p. 47-57, 2014.

RAO, S.; TROSHANI, I. A conceptual framework and propositions for the acceptance of mobile services. Journal of Theoretical and Applied Electronic Commerce Research, v. 2, n. 2, p. 61-73, 2007.

Remler, D.; Van Ryzin, G. G. Research methods in practice: strategies for description and causation. Thousand Oaks: Sage Publications, 2011.

Russell, J. Z.; Cheryl, B. COVID-19 generation: a conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, v. 33, n. 1, p. 58-67, 2021.

Safara, F. A computational model to predict consumer behavior during COVID-19 pandemic. Computational Economics, p. 1-14, 2020.

Scott, G.; Garner, R. Doing qualitative research: designs, methods, and techniques. 1st edition. Upper Saddle River: Pearson, 2013.

Seiler, P. Weighting bias and inflation in the time of COVID-19: evidence from Swiss transaction data. Swiss Journal of Economics Statistics, v. 156, n. 13, p. 1-11, 2020.

Sheth, J. Impact of Covid-19 on consumer behavior: will the old habits return or die? Journal of Business Research, v. 117, p. 280-283, 2020.

SHIN, H.; KANG, J. Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: focused on technology innovation for social distancing and cleanliness. International Journal of Hospitality Management, v. 91, n. 102664, 2020.

Smith, J. A.; Wells, L.; Gelbart, L.; Lawson, T. Beyond COVID-19: consumers call for greater focus on health equity. Health Promotion Journal of Australia, v. 32, n. 1, p. 3-5, 2021.

Snyder, H. Literature review as a research methodology: an overview and guidelines. Journal of Business Research, v. 104, p. 333-339, 2019.

Soscia, I. Emotions and consumer behaviour. Cheltenham: Edward Elgar, 2013.

STATISTA. Mobile commerce in the United States. Available at: Accessed on: 19 September 2021a.

STATISTA. Year-over-year daily change in seated restaurant diners due to the coronavirus (COVID-19) pandemic worldwide from February 24, 2020 to September 11, 2021. Available at: Accessed on: 19 Setember 2021b.

Torraco, R. J. Writing integrative literature reviews: guidelines and examples. Human Resource Development Review, v. 4, n. 3, p. 356-367, 2005.

Troise, C.; O’Driscoll, A.; Tani, M.; Prisco, A. Online food delivery services and behavioural intention - a test of an integrated TAM and TPB framework. British Food Journal, v. 132, n. 2, p. 664-683, 2021.

TUPIKOVSKAJA-OMOVIE, Z.; TYLER, D. Clustering consumers’ shopping journeys: eye tracking fashion m-retail. Journal of Fashion Marketing and Management, v. 24, n. 3, p. 381-398, 2020.

Van Kien, P.; Thi, T. H. D.; Le, T. H. H. A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam. Cogent Business & Management, v. 7, n. 1, p. 1-16, 2020.

WANG, R. J.; MALTHOUSE, E. C.; KRISHNAMURTHI, L. On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, v. 91, n. 2, p. 217-234, 2015.

Wang, Y.; Xu, R.; Schwartz, M.; Ghosh, D.; Chen, X. COVID-19 and retail grocery management: insights from a broad-based consumer survey. IEEE Engineering Management Review, v. 48, n. 3, p. 202-211, 2020.

WILLIAMS, C. A lifestyle choice? Evaluating the motives of do-it-yourself (DIY) consumers. International Journal of Retail & Distribution Management, v. 32, n. 5, p. 270-278, 2004.

Yang, X.; Jiang, J.; Han, X. The impact of new epidemic situation on short-term choice and long-term upgrading of consumer behavior. In: ICWCSG – International Conference on Wireless Communications and Smart Grid, p. 382-385, 2020.




Como Citar

Lemes Bausch, C., Sperandio Milan, G., Graciola, A. P. ., Eberle, L., & Bebber, S. (2021). THE COVID-19 PANDEMIC AND THE CHANGES IN CONSUMER HABITS AND BEHAVIOR. Revista Gestão E Desenvolvimento, 18(3), 3–25.