Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

Anna Rosokhata, Nataliia Letunovska, Viktoriia Makerska, Viacheslav Kropyva


Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.

Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.

Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites.


Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.

Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.

Ключові слова

business openness; healthy behavior; word of mouth marketing; marketing strategy; trends.

Повний текст:



Guzunova Yu. Test na prozrachnost: potrebitel ustanovil novye pravila [Transparency test: the consumer has set new rules]. Retrieved from: na_prozrachnosty_potrebitely_ustanovil_novye_pravila [in Russian].

PWC. Pidhotovka do roboty z novym pokolinniam spozhyvachiv uzhe siogodni: maibutnie spozhyvchykh rynkiv [PWC. Preparing to work with a new generation of consumers today: the future of consumer markets]. Retrieved from: https://www. [in Ukrainian]].

Nebylytsia, O.A. (2020). Osoblyvosti internet-marketynhu pidryiemstv v umovakh pandemii [Features of Internet marketing of enterprises in a pandemic]. Abstracts of the V scientific-practical conference «Economic development and heritage of Semyon Kuznets» [in Ukrainian].

Latyshev, K.O., Herasymchuk, V.V. (2020). Marketynh tsyfrovoi sfery: povedinka spozyvachiv v umovakh pandemii [Digital marketing: consumer behavior in a pandemic]. Ekonomichnyi prostir – Economic space, 160, 82-85 [in Ukrainian].

Vovchanska, O.M., Ivanova, L.O. Instrumenty marketynhovykh komunikatsii pid chas pandemii COVID-19 [Marketing communication tools during the COVID-19 pandemic]. Scientific collection «Interconf». Retrieved from: https://ojs.ukrlogos. [in Ukrainian].

Borovyk, L.V. (2020). Znachymist informatsiinykh technolohii u rozvutku ekonomiky pidpryiemstva u period post pandemii [The importance of information technology in the development of the economy of the enterprise in the post-pandemic period]. Ekonomika ta pidpryiemnytstvo – Economics and entrepreneurship, 45, 83-92 [in Ukrainian].

Proskrunina, N.V. (2021). Transformatsiia marketynhovoi diialnosti pidpryiemstv rozdribnoi torhivli v umovakh tsyfrovizatsii [Transformation of marketing activity of retail trade enterprises in the conditions of digitalization]. Doctoral theses. Kharkiv: Kharkiv State University of Food and Trade [in Ukrainian].

Andrushkevych, Z.M., Nianko, V.M., Sitarchuk, O.V. (2020). Didzytalizatsiia – diievyi instrument komunikatyvnoi polityky pidpryiemstva v period pandemii COVID-19 [Digitalization is an effective tool of enterprise communication policy during the COVID-19 pandemic]. Visnyk Khmelnytsoho natsionalnoho universytetu – Bulletin of Khmelnytsky National University, 5, 15-18 [in Ukrainian].

Boronos, V., Zakharkin, O., Zakharkina, I., Bilous Y. (2020). The impact of the covid-19 pandemic on business activities in Ukraine. Health Economics and Management Review, 1(1), 76-83. [in English].

Melnyk, Yu.M., Saher L.Yu., Cherkas, I.Yu. (2016). Transformatsiia marketnhovykh komunikatsii: netradytsiini vydy [Transformation of marketing communications: non- traditional types]. Viznyk Kmelnytskoho natsionalnoho universytetu – Bulletin of Khmelnytsky National University, 2, 164-168 [in Ukrainian].

Syhyda, L.O. (2017). Orhanizatsiino-ekonomichnyi mekhanizm uppravlinnia marketynhovymy kanalamy pidpryiemstva [Organizational and economic mechanism of management of marketing channels of the enterprise]. Molodyi vchenyi – A young scientist, 10, 1048-1053 [in Ukrainian].

Khomenko, L.M. (2020). Pinterest yak suchasnyi marketynhovii instrument v tsyfrovii ekonomitsi [Pinterest as a modern marketing tool in the digital economy]. ІІІ All-Ukrainian scientific-practical Internet conference «Marketing in the context of digital technology development». Lutsk [in Ukrainian].

Goncarova, Z., Pitekova, J., Vrablikova, M. (2020). Assessment of the Impact of Selected Satisfaction Parameters on the Competitiveness of Family Tourism. Marketing and Management of Innovations, 4, 131-143. mmi.2020.4-10 [in English].

Davidaviciene V., Meidute-Kavaliauskiene, I., Paliulis, R. (2019). Research on the Influence of Social Media on Generation Y Consumer Purchase Decisions. Marketing and Management of Innovations, 4, 39-49. mmi.2019.4-04 [in English].

Letunovska, N.Y. (2013). Sotsialni innovatsii pidpryiemstv v umovakh transformatsiinoi ekonomiky [Social innovations of enterprises in a transformational economy]. Innovatsiina ekonomika – Innovative economy, 4, 107-112 [in Ukrainian].

Syhyda, L.O., Saher, L.Yu., Letunovska N.Ye. (2019). Formuvannia stratehii vyperedzhaiuchoho innovatsiinoho rozvytku v umovakh Industrii 4.0 [Formation of a strategy of advanced innovation development in the conditions of Industry 4.0]. Ekonomichnyi analiz – Economic analysis, 29(2), 53-61 [in Ukrainian].



  • Поки немає зовнішніх посилань.