Covid-19 related emotional states shaping the consumer : An empirical investigation of the negative emotional states impact on the changing consumer behaviour during Covid-19 in Sweden.

Sammanfattning: This bachelor thesis examines the Swedish consumer behaviour during the Covid-19 pandemic and how negative emotional states impact the choice of grocery shopping.  The concept of consumer behavior and the impact of negative emotional states is a topic that gained interest during the last couple of years. However, it is still an underexplored subject. Therefore, the purpose of this research is to develop an understanding of how perceived negative emotional states impact consumer behaviour in the grocery shopping context. In the current situation during the Covid-19 pandemic, consumer behaviour has changed, and there has been an increase in online grocery shopping. The perceived negative emotional states are studied based on the threats that have arisen due to the Covid-19 pandemic, then related to the changed consumer behavior. Therefore, the research question was stated: How do negative emotional states impact the changing consumer behaviour in grocery shopping during Covid-19 in Sweden? Previous research was analysed, and the authors in this thesis formed six hypotheses. The empirical findings were obtained using a survey with a quantitative research approach. Two hundred eight respondents answered the survey, and the hypothesis was tested in the SPSS program, summarised in the empirical findings chapter.  The results from the research are discussed in the analysis and showed that the perceived negative emotional states are present for consumers during the ongoing Covid-19. However, it is not the imminent reason for the choice of shopping for groceries. Therefore, further research could use this bachelor thesis to identify the perceived negative emotional states such as loneliness, fear and anxiety as existing for consumers during the pandemic. However, this research could not connect it to the increase in online grocery shopping. Future research could investigate other factors changing consumer behaviour which is further discussed in the conclusion chapter.  Based on the findings from this research, theories must be adjusted. Or as the Covid-19 pandemic continues and the impact changes, research should be added. This research provides knowledge to companies about consumer behavior and the negative emotional states the consumer perceives.