Consumer Behavior and COVID-19: Comparing Purchase Incentives and Ecological Awareness Changes

Abstract

The authors concluded that no single theory could unambiguously explain what factors influence the behavior of consumers of healthy segment products. Scientific studies and experimental primary data were analyzed, and generalizations were made regarding what most influences consumers' decisions to purchase a product. A methodology for selecting consumer behavior models in the segment of healthy products was developed based on a combination of criterion features of addressability, emotionality and ecological awareness, which made it possible to formalize the types of consumer behavior models and substantiate the prevailing decision-making criteria for each of them. For different models, the purchase of the product will be influenced by its factors. The products of the healthy segment are not the kind of products that the vast majority buy after weighing and considering the decision. The basis for developing an optimal set of marketing communication tools has been formed.