The influence of a lockdown on consumption: An exploratory study on generation Z's consumers

The health crisis due to the recent pandemic influenced our lives and, consequently, our consumption. Despite prior investigations on exogenous crises and their effects on consumption, no studies to date have examined consumers’ coping strategies to health crises that require social distancing and, more particularly, responses to such crises by focusing on Generation Z. The present study fills this gap by exploring how consumption evolved during a lockdown as a consequence of these consumers’ attempts to cope with the crisis. Through a qualitative approach based on grounded theory and projective techniques, findings shed light on new meanings of resilience and nostalgia, which seem to characterize Generation Z’s consumers’ desires during a lockdown. Importantly, we introduce the concept of responsible hedonic consumption, which stems from Generation Z consumers’ desire to search for experiences that are pleasant but also compatible with personal and societal wellbeing.