The Impact of COVID-19 on Consumer Behaviour: The Case of Greece

The impact of the Covid-19 pandemic outbreak is still being felt globally. The virus itself and its economic impact has changed and will most likely continue transforming lifestyle, financial choices and consumer behaviour for every generation. People have started to live differently, buying differently and in many ways, thinking differently. The objective of this research is to investigate how the coronavirus and the lockdown have affected consumer behaviour in Greece, with a focus on shopping habits relative to supermarket purchases, preferences towards branding and examining the potential changes regarding on line purchases of goods. 1,882 questionnaires were digitally self-completed from all over Greece of which 1,603 were usable. Empirical results indicate that consumers increased the quantities of the products they bought, focused more on sales promotions, tried new brands and a significant proportion have shifted toward shopping on the Internet. Lockdown and Covid-19 measures have also affected the frequency of shopping visits.