Riassunto analitico
In January 2020, the coronavirus pandemic started to spread in Italy. Since the beginning, the Italian government implemented several measures to limit its spread, and all these measures have forced people to adapt to the new circumstances, changing their behavior. The Covid-19 pandemic and the consequent lockdown have strongly affected the social and economic environment, with heavy influences also on the way in which people buy groceries. If on one hand food shopping is considered an essential activity, on the other hand not much is known about the impact of Covid-19 pandemic on the behavior of grocery shoppers. This explorative study is aimed at describing the impact of the Covid-19 health crisis on consumers’ buying behavior towards food shopping. Lockdowns and social distancing mandates have led to profound changes to one of the most typical market processes in retail: food shopping. An online survey was administered between August and September 2020 on a sample of 310 people living in Italy, regarding their shopping behavior before, during and after the lockdown. This survey was aimed at understanding the impact of Covid-19 and of the consequent lockdown on consumer food buying behavior, with a focus on the impact of stress, fear and perceived risk on switching channel behavior. The final chapter will describe and discuss the main findings and the thesis concludes itself with the main theoretical and managerial implications emerging from the result obtained.
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