Creative Commons

This dissertation was written as part of the MSc in Management at the International Hellenic University. The main purpose of this dissertation is to study how the Covid-19 pandemic influenced and changed consumer behavior. More precisely, some of the main questions that will be investigated in this dissertation are the following: consumers buying behavior during the pandemic, what kind of products do they search and purchase the most, how much they spend, what factors influence their buying behavior and attitudes, what has changed in online shopping, how satisfied customers are and what concerns them most when shopping online. In addition, it will be examined whether this universal crisis has raised awareness of the consuming audience about subjects such as climate change, brands that ensure fair working conditions, equal opportunities in health care services, sustainable practices, protection and preservation of the environment. Finally, we will try to find out if there is a tendency to adopt this new way of online shopping and consumer behavior, after the end of the pandemic, or if we will return to the Covid-19-free era conditions. This study can offer further understanding of consumer behavior changes during the COVID-19 pandemic, while the research results can contribute to the development of more suitable marketing strategies.