Enduring Changes and Digitalization in Consumption after 2020 – Evidence from Bulgaria
Authors: Elena Kostadinova, Alexander Hristov, Christian Zhelev, Lora Tsvetkova
Abstract
Starting from the beginning of 2020, numerous changes in the consumer behavior have been observed by researchers and practitioners in the marketing sphere. There is an essential need in marketing and communications to distinguish short-term trends in consumption and digitalization from those that have the potential to endure and evolve. This paper presents the results from an empirical study on the changes in the behaviour of Bulgarian consumers and aims to provide a broader initial view of the emerging patterns in consumption in Bulgaria as a result of the pandemic.