COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment' for generation Z

ABSTRACT

Purpose: COVID-19 pandemic endured for more than two years in many countries which caused higher levels of risk, crisis and vulnerability among people. The present study aims at justifying the COVID-19 pandemic as the ‘defining moment' for Z generational cohort (Gen Z) by examining their post-COVID-19 shopping behavioural shifts. Design/methodology/approach: For this purpose, two studies were conducted. Study 1 examined shifts in their shopping priorities from the pre to post-pandemic eras by using mean, standard deviation and difference t-tests. Study 2 investigated the role of the 18 items in their post-COVID-19 online shopping preference and the results were compared with a similar pre-COVID-19 study to identify online shopping behavioural shifts. Findings: The study finds five key post-COVID-19 shopping behavioural shifts among Gen Z consumers. These are ‘an inevitable inner desire for mitigating social isolation, risk and vulnerability', ‘rational purchase decisions based on an in-depth analysis of multiple digital contents related to products/brands', ‘permanent frugality in the shopping habits', ‘conscious and cautious consumption' and ‘the sacrifice of personal grit, idealism and psychology'. Practical implications Since the post-COVID-19 shopping behavioural shifts have far-reaching implications and long-lasting effects on the psychological processes and mental health of Gen Z, marketers/retailers can use the findings of this study to develop more effective marketing strategies for serving these early-adulthood consumers better. Originality/value Based on their metamorphic shopping behavioural shifts by comparing their pre-pandemic and post-pandemic responses, the study justifies the severity and devastating effects of the pandemic crisis as the ‘defining moment' for the youths of this COVID-19 generation. © 2023, Emerald Publishing Limited.