The effect of the COVID-19 pandemic on consumer behaviors: A study on gen-z in Indonesia

Abstract

Pandemic crises affect economic conditions both in terms of supply and demand. New post-pandemic attitudes and behavior patterns called The New Normal will change consumer behavior in the long run. The companies and manufacturers need to understand the changes in consumer behavior to maintain and increase market share. The study aims to examine the impact of the coronavirus pandemic on changes in Gen-Z behavior. The results explain and predict changes in Gen-Z behavior as reference material for marketing strategy design and a reference source for future research. This research uses a qualitative approach that is focus group discussion. The study was conducted in Indonesia in April 2021 with the younger generation as informants. This study specifically selected Generation Z as the target because this generation has unique characteristics and is currently the largest consumer. The results showed that the Covid-19 pandemic requires Gen-Z to adapt quickly and perform various activities that they usually do in digital ways, such as studying, working, shopping, physical exercise at home online. Covid-19, which has plagued the world in the long run where solutions are still not formulated, has Gen-Z with concerns about the future and health. Gen-Z becomes more concerned about physical health by paying attention to food intake and consuming more vitamins. To balance mental health, Gen-Z used online applications that are entertaining, such as online games, online concerts, and online recreation. Gen-Z's new behaviors and habits tend to consume more social media or apps that they can use to develop themselves.

Happy customers means more business – a comparative study of a global food chain in the COVID-19 endemic era

“…This is dependent on the "overall consumption experience and BFJ 125,9 is an important aspect of consumer value perception" (Keng et al, 2007, p. 350) in the service industry (Taylor et al, 2018;Hye and Jeon, 2020). Holbrook (1999, p. 23) defines consumer values as "interactive and relative preference experience", which emphasizes the transaction between users and the products from which the values are derived (Wu and Liang, 2009;Hye and Jeon, 2020;Suryadi et al, 2021).Therefore, the concept of experiential value refers to the relative preference perceived by customers vis-a-vis the product attributes or service performance they are provided with in service encounters (Mathwick et al, 2002). This could be due to ambience , quality of the products (Joshi and Garg, 2020) and service quality (Wu and Liang, 2009;Chiang, 2018;Joshi and Garg, 2020).…”

“…, 2018; Hye and Jeon, 2020). Holbrook (1999, p. 23) defines consumer values as “interactive and relative preference experience”, which emphasizes the transaction between users and the products from which the values are derived (Wu and Liang, 2009; Hye and Jeon, 2020; Suryadi et al ., 2021). Therefore, the concept of experiential value refers to the relative preference perceived by customers vis-à-vis the product attributes or service performance they are provided with in service encounters (Mathwick et al ., 2002).…”

Decoding Demographics on Generation Z's Post-Pandemic Shopping Trends: E-Commerce Evolution 4.0, the Digital Shopper's Dilemma, and Tailoring Strategies

“…As society adapted to unprecedented challenges and restrictions imposed by the pandemic, the reliance on e-commerce skyrocketed, fundamentally altering how consumers interact with and navigate the marketplace. This research delves into the effects of customer demographic factors on the satisfaction levels of Generation Z consumers, elucidating the crucial linkages between gender, internet literacy, product price, income, education, and their resultant impact on online purchase intentions post COVID-19 era (Afrin et al, 2020;Suryadi et al, 2021).…”

The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia

“…The COVID-19 pandemic has further influenced Generation Z's consumer behavior, requiring them to adapt quickly and perform various activities digitally, such as studying, working, shopping, and exercising. This generation has also become more concerned about their physical and mental health, leading to changes in their food intake and increased use of entertaining online [8]. In the financial sector, Generation Z's consumer innovativeness and technostress influence their FinTech usage behavior.…”