CURRENT TRENDS IN THE POST-COVID-19 CONSUMER BEHAVIOR

The COVID-19 pandemic caused significant changes in consumer behavior. Consumers exhibit new or adapted habits in the post-pandemic period compared to the period before or during the pandemic. Additionally, some old habits have strengthened under the influence of the pandemic. Hence, this paper aims to describe several trends in consumer behavior following the pandemic and highlights differences between the pandemic and the post-pandemic period regarding observed trends. In other words, the paper focuses on trends in consumer behavior that were either established or further encouraged by the pandemic worldwide. Primary data were collected via a survey of 167 respondents from Serbia. The findings reveal that in the post-pandemic period, consumers increasingly engage in online shopping, use social media as a shopping channel, and utilize contactless payment (mobile wallet, card) and food delivery services. However, grocery delivery services remain less widely adopted. Compared to the pandemic period, these observed trends intensified, except for grocery delivery, which was not prevalent during or after the pandemic. The study’s results demonstrate that the pandemic has accelerated certain consumer behavior trends in Serbia, reflecting global patterns. Given that the pandemic offers a unique opportunity to gain valuable insights into consumer behavior, the results of the study can help companies across various industries develop optimal business strategies to adapt to evolving consumer preferences.