Review article
THE INFLUENCE OF DISRUPTIONS IN GLOBAL AND ECONOMIC PROCESSES ON CONSUMER BEHAVIOR
Ema Novak
; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Larisa Hrustek
orcid.org/0000-0002-6333-2059
; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Ana Kutnjak
orcid.org/0000-0003-1713-3582
; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Abstract
Consumer behavior in modern commerce is conditioned by numerous general, psychological, social, marketing and other factors. Family, interest groups, society, culture, personal taste, as well as the financial power of the consumers themselves largely shape their preferences towards the purchase of certain products and services. However, consumer thinking is significantly changing, as a result of the sudden and uncertain world changes that Europe, and thus the Republic of Croatia, has been facing in the last three years. The Covid-19 pandemic, the consequences of which are felt on all aspects of human life even today, the outbreak of the Ukrainian war, which sets new rules for foreign trade policies, as well as the entry of the Republic of Croatia into the Schengen area and the introduction of a new official currency, are just some of the disruptions which influence consumer behavior, their fears, desires and needs. The aim of this paper is to show how recent world crises shape consumer behavior and to what extent they change it. Through a detailed review of the available literature, three significant disruptions - the Covid-19 pandemic, the war in Ukraine and the introduction of a new official currency in European countries - were addressed, and the foundation for future empirical research was laid.
Keywords
consumer behavior; disruptions; Covid-19; war in Ukraine; euro
Hrčak ID:
295896
URI
Publication date:
17.3.2023.
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