Impacts of Covid‐19 pandemic on consumer behavior in Turkey: A qualitative study

Abstract

The current study aims to examine consumer behavior in Turkey during the COVID-19 pandemic and how consumers adapt to this new normal. In this regard, 78 Turkish consumers were interviewed online. Data were analyzed through grounded theory with a stimulus-organism-response framework and constant comparative methods. This study showed that environmental stimuli affecting consumer behavior during the pandemic are economic downturn, partial lockdown regulations, restrictions on some services, and social media messages. Organism consists of fear, boredom, and perceived risk. Consumers' behavioral responses to the pandemic are changes in purchasing of consumer goods, avoidance from physical stores, a decline in leisure activities, a decline in shopping frequency, planned vs. impulse buying, stockpiling, and prosumption. Overall, this study provides a more general framework regarding multiple aspects of the pandemic on consumer behavior.