economicsВестник РГГУ. Серия "Экономика и управление"RSUH/RGGU BULLETIN. Series Economics. Management. Law2073-6304Russian State University for the Humanities (RSUH)10.28995/2073-6304-2021-2-24-37economics-296Research ArticleУПРАВЛЕНИЕMANAGEMENTЗабота о здоровье и благополучии: изменение трендов потребительского поведения в условиях пандемии CoVID-19Caring for health and well-being. Changing consumer trends in the context of the CoVID-19 pandemicРыжковаТ. Б.RyzhkovaТ. В.

Татьяна Б. Рыжкова, кандидат экономических наук, доцент

125993, Москва, Миусская пл., д. 6

 

, 

Tat’yana B. Ryzhkova, Cand. of Sci. (Economics), associate professor

 6, Miusskaya Square, Moscow, 125993

tbr@rggu.ruТарасенкоЕ. А.TarasenkoЕ. А.

Елена А. Тарасенко, кандидат социологических наук, доцент

101000, Москва, ул. Мясницкая, д. 20

Elena A. Tarasenko, Cand. of Sci. (Sociology), associate professor

 bld. 20, Myasnitskaya Street, Moscow, 101000

etarasenko@hse.ruРоссийский государственный гуманитарный университетРоссияRussian State University for the HumanitiesRussian FederationНациональный исследовательский университет «Высшая школа экономики»РоссияNational Research University Higher School of EconomicsRussian Federation202114072021022437Copyright © Рыжкова Т.Б., Тарасенко Е.А., 20212021Рыжкова Т.Б., Тарасенко Е.А.Ryzhkova Т.В., Tarasenko Е.А.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://economics.rsuh.ru/jour/article/view/296

В статье дается оценка изменению трендов потребительского поведения в условиях пандемии CoVID-19. Показано, что забота о здоровье и безопасности себя и близких в условиях социального дистанцирования, вынужденное домоседство и стирание границ между работой и домом являются драйверами для изменения потребительских практик российских горожан, появления новых креативных способов потребления и возникновения отложенного спроса. Авторы показывают изменение отношения потребителей к домашнему пространству, усиление заботы о себе и делают вывод о том, что тренды потребительского поведения настолько существенно изменились в связи с фокусом потребителей на собственной безопасности, что потребители не вернутся полностью к своим старым привычкам и после окончания пандемии. Новые технологии и диджитализация вносят существенные изменения в их жизнь и потребительские практики.

 In the article the authors give an assessment of changes in trends of the consumer behavior in the context of the CoVID-19 pandemic. It is shown that care for health and safety of oneself and loved ones in conditions of social distancing, forced homing and blurring the boundaries between work and home are main drivers for changing the consumer practices of Russian citizens, introducing the new creative ways of consumption and the emergence of deferred demand. The authors show changes in consumer attitudes towards home space, self-care increasing. They conclude that due to self-safety and digitalization trends in consumer behavior have changed so significantly that consumers will not completely return to their old habits after the end of the pandemic. New technologies and digitalization are making significant changes in the consumer lives and practices. 

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The authors declare that there are no conflicts of interest present.