Covid-19

: the impact on millennials consumption habits

Abstract

The COVID-19 pandemic, which affected all spheres of society, was remarkable for a change in consumer behavior and habits. This pandemic caused significant changes in consumption, whether in the type of products, purchase channels, or even the preference for certain brands. This master's thesis aims to investigate, within the millennial generation, which supermarket products consumption habits were created with the pandemic and remain to this day in the lives of consumers. The characterization of the concept of Consumer Behavior, a consumer profile of the millennial generation, and an analysis of the impact of the COVID-19 pandemic on Consumer Behavior were also further explored in the literature review. The methodology used in this academic study was action-research through a qualitative study in the form of three focus-groups of millennials distributed by years of birth: first-millennials, middle-millennials, and late-millennials. The results show that, although the pandemic has potentiated a change in several consumer habits, those that remain after its end are the concern with hygiene and making online purchases only in cases of emergency or convenience. According to the participants, all other concerns when it comes to consuming have dissipated over time, with the end of the pandemic.

Date of Award	13 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)