Abstract
The purpose of the research is to study the features of consumer behavior during the pandemic, to establish its current trends, as well as to determine the vector of transformation of certain segments of entrepreneurial activity under the new model of consumer behavior. The authors assessed the structure of household consumption in Russia before the pandemic and during the pandemic. It is determined that the decline in real monetary incomes of the population during the pandemic and the conditions of uncertainty caused negative changes in consumer behavior in Russia. The authors identified changes in the structure of consumption due to the pandemic (a reduction in discretionary spending, an increase in the share of household spending on household food, a change in the ratio between food and non-food products, a reduction in the volume of paid services to the population), and also justified the emergence of new categories of consumers with a certain type of consumer behavior. The article identifies new trends in consumer behavior and suggests mechanisms for their reflection in the activities of enterprises.
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Karpunina, E.K., Ruzhanskaya, N.V., Podorova-Anikina, O.N., Zubareva, N.N., Luchaninov, R.S. (2022). Transformation of Consumer Behavior During the COVID-19 Pandemic. In: Popkova, E.G., Sergi, B.S. (eds) Geo-Economy of the Future. Springer, Cham. https://doi.org/10.1007/978-3-030-92303-7_10
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