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The Emergence of the Deconstructed Consumer: Exploring Shopping and Buying Behavior During the COVID-19 Pandemic

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  • Thomas F. Turner
  • Michelle Childs

Abstract

The coronavirus (COVID-19) that swept across the US has dramatically impacted consumer behavior. The abruptness of pandemic for individuals brought forth an opportunity for understanding the influence of COVID-19 on consumer responses. While there is a growing understanding that household spending has changed in response to COVID-19, there is a lack of a deeper understanding behind changes in consumer behavior, including consumer sentiment and motivations to alter consumption during this critical time. Therefore, this study explores the nature of buying behavior during the pandemic using an in-depth qualitative approach. Through semi-structured in-depth interviews, four major themes emerged from the data that comprise what authors term the “deconstructed” consumer. The deconstructed consumer was based on the following thematic areas- (i) “Do-it-Yourself” culture or DIY, (ii) passionate pursuits, (iii) community, and (iv) self-reflection and discovery. By exploring changes in consumption attitudes and behaviors as the crisis unfolds, we can develop an understanding of the consumer and suggest potential retailer strategy shifts that can be deployed to maneuver during uncertain times of crisis.

Suggested Citation

  • Thomas F. Turner & Michelle Childs, 2024. "The Emergence of the Deconstructed Consumer: Exploring Shopping and Buying Behavior During the COVID-19 Pandemic," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 16(2), pages 1-1, June.
    • Handle: RePEc:ibn:ijmsjn:v:16:y:2024:i:2:p:1
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    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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