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How the psychological effects rising from Covid-19 affect consumer behavior: a study on Italian gen z and beauty care products
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In a time where Covid-19 is disrupting the everyday life of consumers, this paper shedslight on the psychological effects of the pandemic on the consumption habits of Generation Z. Since the literature outlined arise in purchases of beauty care products in Italy during the first “lockdown”, the chosen research method of semi-structured interviews assessed the reasons of beauty care consumption of Italian Gen Z in this time-frame. The findings highlight the need to practice self–care to confront stress, the necessity to perceive a sense of control and normality, plus the rising exposure to online advertisements.
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Psychological perspective Consumer behavior Covid-19 Gen Z