Consumer Behaviour and FMCG Consumption in Hungary During the COVID-19 Pandemic: Insights in a Global Context

Eisenmann Fanni Villő (2025) Consumer Behaviour and FMCG Consumption in Hungary During the COVID-19 Pandemic: Insights in a Global Context. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

This research investigates the long-term effects of the COVID-19 pandemic on consumer behaviour, emphasizing psychological mechanisms, emotional responses, and shifts in purchasing channels. Drawing on empirical studies and bibliometric analyses (e.g., Gupta et al., 2021; Desai et al., 2022; Pólya et al., 2024), the study identifies significant and enduring transformations in how consumers think, feel, and act in post-pandemic markets. A key finding is the emergence of two distinct consumer profiles: positive processors, who experienced the pandemic as an opportunity for personal growth and environmental awareness, and negative processors, who were affected by anxiety, isolation, and uncertainty. Positive processors showed a preference for sustainable and conscious consumption, while negative processors exhibited impulsive buying, herd behaviour, and an increased reliance on online channels. The study highlights four psychological mechanisms that shaped consumer behaviour during and after the pandemic: self-identity changes, fear of missing out (FOMO), rumination, and loss aversion. Positive experiences fostered sustainable consumer identities, while negative experiences heightened FOMO, stress-driven rumination, and risk-averse purchasing patterns. These mechanisms not only influenced short-term behaviours such as panic buying and stockpiling but also established lasting habits, particularly in online and hybrid shopping contexts. Digital transformation, accelerated by the pandemic, is thus identified as a long-term strategic shift rather than a temporary response, with online and omnichannel engagement becoming central to consumer decision-making. Economic factors further reinforced behavioural changes. Post-pandemic uncertainties, inflation, and rising energy costs increased price sensitivity and value-driven purchasing, prompting consumers to rationalize expenditures and prioritize essential products. Concurrently, sustainability and conscious consumption emerged as persistent trends, particularly among positive processors, who increasingly favoured locally sourced and environmentally responsible products. From a managerial perspective, the findings provide actionable insights for businesses and marketers. Integrating omnichannel strategies, leveraging digital tools, and tailoring marketing to distinct consumer profiles can enhance engagement and loyalty. Effective inventory management, transparent communication, and responsive logistics are crucial to mitigate panic buying and maintain consumer trust. Pricing strategies that consider psychological stress and price sensitivity, alongside sustainable and socially responsible messaging, are essential to strengthen brand equity in the post-pandemic market. Additionally, corporate social responsibility initiatives and consumer education on ethical consumption are vital for fostering long-term trust and informed decision-making. Despite these contributions, the study acknowledges limitations, including reliance on online samples, country-specific datasets, and cross-sectional designs, which may limit generalizability. Future research should adopt longitudinal and cross-cultural approaches, examining the interaction between technological innovation, economic pressures, and psychological mechanisms. Investigating the long-term adoption of sustainable consumption and the effectiveness of corporate strategies can further inform both theory and practice. In conclusion, the COVID-19 pandemic has catalyzed profound and enduring changes in consumer behaviour, mediated by psychological, emotional, and economic factors. Understanding these shifts is critical for businesses, policymakers, and researchers, enabling more resilient, ethical, and adaptive strategies to navigate future global crises.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, consumers' preferences, market, marketing, trend
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:49
Utolsó módosítás:	2026. Júl. 09. 11:49

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