Bálint Alexandra (2025): Válságok nyomán átalakuló fogyasztói magatartás. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 9–9.

Authors

• Alexandra, Bálint. Pécsi Tudományegyetem.

Abstract

Consumer behavior changing because of crises. Results of in-depth interview research

Economic recessions may lead to the emergence of new norms and adaptation patterns. While in stable periods decision-making occurs with broader freedom, during crises the range of available choices narrows, and individuals often resort to constrained or forced solutions.This research focuses on three crisis periods of differing nature: the socio-economic transformation following the political regime change in Hungary, the global financial crisis of 2008, and the complex crisis initiated by the COVID-19 pandemic, which was further intensified by the Russian–Ukrainian war, the energy crisis, inflationary pressures, and the escalating climate emergency. The aim of the study is to explore how consumption strategies have changed during these crises across different social groups. The study is part of a larger research project, whose findings have provided the conceptual basis for the present investigation and contributed to refining the focus of the interview questions. In this current phase, we examine the crisis experiences and coping strategies of respondents - men and women of various ages and socio-economic backgrounds - based on 18 in-depth interviews. The interviews were analyzed through inductive coding and deductive categorization. Drawing on our research framework and methodology, we anticipate that the findings will uncover the hardships and coping mechanisms of various income groups during periods of crisis, as well as assess whether the emerging consumption patterns represent lasting changes or temporary responses to adverse conditions. The results may support the development of crisis-sensitive communication and sales strategies for market actors and provide deeper insights into the shifts in consumer behavior during times of crisis.

crisis consumer behavior in-depth interview qualitative research

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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