Konsumtionsbeteende : En kvalitativ studie om hur impulsköpbeteende förändrats i samband med Covid-19-pandemin

Sammanfattning: The Covid-19-pandemic has had a profound impact on people's everyday lives, disrupting routines and forcing individuals to adapt to new challenges and restrictions. One of the somewhat significant changes brought with the pandemic has been in consumption behavior, whereas many people were altering their purchasing habits in response to the crisis. Such as impulse buying behavior. Accordingly, the purpose of the study was to examine how individuals’ impulse buying behavior changed during as well as after the pandemic in Sweden. Additional purpose was to investigate which factors that influenced the changed behavior with a focus on contentment, loneliness, fear and boredom. Empirical data was collected through a qualitative study with focus groups divided into three different age intervals, where the participants answered and discussed a series of questions. The results of the study indicate that the majority of individuals did not experience a significant increase or decrease in their impulse consumption habits during the pandemic, but with a notable shift in the types of products being purchased. Fear as a factor appeared as to the risk of infection, as well as towards the stores running out of stock. Online consumption was also the chosen alternative way to consume, yet consumption of food continued to be purchased through physical stores. Findings also showed that various emotions appeared with impulse consumption and variated throughout the groups. While positive feelings arise with an impulse purchase, the feeling then turns into anxiety. Boredom and loneliness was identified as a motivating factor, however not for all participants. As the pandemic was established to have reached its end, individuals reverted back to their pre-pandemic purchasing ways once physical stores reopened and social interactions resumed as normal. Overall, the study wants to contribute to further knowledge and understanding of what can influence individuals' consumption behavior. This research study will be written in swedish.