Covid-19 and consumer behaviour : The impact of Covid19 on Swedish fashion consumers’ behaviour during and post-pandemic.

Intro: Understanding consumer behaviour and needs is imperative for B2C businesses, especially within the fashion retail-sector where trends and consumer preferences are constantly changing. The competitiveness of fashion firms is defined by their ability to deliver customer expectations. Covid-19 has limited the ability to shop in physical stores through restrictions and lockdowns, forcing consumers to alter their traditional shopping habits. Previous studies have observed changes in consumer behaviour and an increase in online shopping during the pandemic in several sectors worldwide. Purpose: The purpose of this qualitative study was to investigate how the Covid-19 pandemic has impacted the buying behaviour among Swedish fashion consumers. Method: This research utilises a quantitative method with a deductive approach. Primary data was gathered through a survey targeting 290 fashion consumers in Sweden. The survey questions focused on changes in behaviour since the virus was declared a Public Health Emergency of International Concern on January 30th, 2020, and whether respondents intended to continue this behaviour post-pandemic (WHO, 2021a). Responses were separated by age and income groups and the data was analysed in SPSS to conclude which effects Covid-19 had on buying behaviour and whether these changes were more prominent among certain age and income groups. Conclusion: Findings indicate that consumer behaviour had changed among Swedish fashion consumers and that some of these changes are likely to continue post-pandemic.