Consumer Behaviour in Post-Pandemic Times: A Study of Changing Preferences and Buying Habits

The COVID-19 pandemic functioned as a significant accelerator, fundamentally reconfiguring consumer behaviour within both Indian and global markets. This expanded conceptual paper investigates the complex behavioural transformations that arose from this crisis, concentrating on three primary domains: the rapid acceleration of digital adoption, a newly profound consciousness regarding health and wellness, and the emergence of sustainability as a key driver of consumption. The study synthesizes a broad selection of international and Indian research from the 2020–2025 period. It applies established conceptual models and theoretical frameworks (including TAM, TPB, Maslow’s Hierarchy, and the SOR model) to interpret these transformations. The analysis identifies and elaborates on significant behavioural drivers, such as elevated risk perception (both health and financial), expanded digital accessibility, a fundamental reorganisation of lifestyles around the “home-hub,” and a new, complex calculation of “value vs. values” in purchasing. This paper synthesizes these findings to offer actionable implications for businesses, policymakers, and marketers aiming to build resilience and meet evolving consumer expectations in the post-pandemic landscape.