Konsumtion i kris: En kvalitativ studie om människors förhållningssätt till konsumtion under coronapandemin

Sammanfattning: Title: Consumption in crisis: A qualitative study about people’s attitudes towards consumption during the corona pandemic Seminar date: 2020-06-04 Course: FEKH29, Degree Project in Marketing, Undergraduate Level, 15 credits Authors: Azra Merdanovic, Alexander Mozaffari & Tim Roslund Advisor: Peter Svensson Key words: Corona pandemic, crisis consumption, consumption behavior, consumption approach, values. Purpose: To contribute with an understanding about how people relate to consumption during the corona pandemic. This, in order to better understand the underlying elements of people’s consumption behaviors. Methodology: Based on the purpose of the thesis, a qualitative approach has been used. The motive for this is to understand the reality of the respondents as it is perceived by themselves. In order to obtain empirical material, that is as true to reality as possible, an abductive approach has been used. Hence, empirics and theory have been developed in relation to each other. Theoretical perspectives: "Consumer as citizen", "social dilemmas", "values" and "consumption as a social phenomenon" constitutes the theoretical framework of the thesis. The perspectives enable us to understand the elements on which people’s attitudes toward consumption are based. Thus, the theories also help us understand the attitudes themselves. Empirical foundation: 3 pilot interviews and 15 unstructured in-depth interviews have been conducted to collect the primary data of the thesis. The respondents who were interviewed were selected through a non-probability sample. This sample was chosen in order to get an as heterogenous selection of respondents as possible. The sample was made on the basis of our social networks. Conclusion: The respondents show a critical approach to consumption of positional goods. This approach is based on the weakening of their conformity, power and hedonistic values. The weakening seems to be rooted in changed lifestyles as a result of the corona pandemic, which limits respondents’ ability to intermingle in social contexts. Thus, people’s approach to consumption seems to consist of both internal and external factors. Further, the corona pandemic has also led people to view consumption as a risky activity. Therefore, safety is a value that has been strengthened. Consumers must constantly balance survival and quality of live. They therefore relate to consumption in an ambivalent way. Consequently, security takes the upper hand over stimulation and enjoyment, which during the corona pandemic does not seem to be sought after in consumption.