Transformation of Consumption Behavior: Comparison of the Pandemic and Post-Pandemic Periods of Covid-19 as a Pillar of Circular Economic Resilience
Abstract
The Covid-19 pandemic has had a significant impact on various aspects of life, including people's consumption behavior. This study aims to analyze the transformation of Generation Z consumption behavior in Surakarta by comparing consumption patterns during the Covid-19 pandemic and post-pandemic. The focus of the study is directed at two main dimensions: impulse buying and utilitarian consumption. The research method used is comparative quantitative with data collection techniques through online questionnaires. Samples were taken using purposive sampling of 100 Generation Z respondents who experienced both periods. The results of the study show that during the pandemic, impulse buying behavior increased significantly due to emotional factors and social media pressure, while post-pandemic shows a tendency to shift towards more utilitarian and planned consumption. This study contributes to business actors and policy makers in understanding the dynamics of consumer behavior after the global crisis.
KEYWORDS: consumption behavior; covid-19 pandemic; generation Z
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