COVID-19 pandemic and behaviour of Indian consumers: a sustainable transition

Abstract

In this paper, we offer some preliminary examinations of how COVID-19 pandemic affects Indian consumers' behaviour. In this paper, data is collected from various Indian consumers from different cities. 300 consumers are randomly selected to fill the questionnaire. (76 responses are from a semi-urban city in Uttar Pradesh, Aligarh, 70 were from Delhi/NCR, 100 were from Hyderabad and 54 were from Bangalore). We argue that COVID-19 pandemic offers great opportunities for businesses. We also discuss some potential directions of how consumer sustainable decision making has been shifted due to this pandemic. The results show that Indian consumers' interests have been shifted towards online retailing, online payments, sustainable food habits, and a sustainable lifestyle. This study will help the businesses as well the academicians in determining what consumers are preferring during this COVID-19 pandemic. This is the first study conducted in India that addressed the consumers' behaviours at the best knowledge of the authors.