The Influence of the COVID-19 Pandemic on Hedonists and Utilitarians: A Study of Shopping Behavior from Slovakia
The Influence of the COVID-19 Pandemic on Hedonists and Utilitarians: A Study of Shopping Behavior from Slovakia

Summary/Abstract: One of the most affected areas by the COVID-19 pandemic was consumer shopping behavior due to various retail restrictions, leading to panic buying and stockpiling. This study examines the changes in shopping habits of hedonistic and utilitarian consumers in Slovakia from 2019 to 2022, focusing on stockpiling, impulse and online shopping. Results indicate a pandemic-driven increase in stockpiling for both groups of consumers, with utilitarians returning to pre-pandemic behavior post-restrictions, while hedonists adapted to new behaviors. Impulse shopping increased for both groups during the pandemic, more sharply and persistently among hedonists. Online shopping grew by approximately 10% for both groups with hedonists maintaining higher levels of online shopping post-pandemic, while utilitarians gradually returned to pre-pandemic levels. The results suggest a different adaptation to the “new normal” in the case of hedonists and utilitarians. The study highlights the necessity of understanding consumer shopping behavior during crises to better handle future situations.

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