Changes in the Attitudes of Hungarian Shoppers in Times of Crisis

The world is currently facing at least four simultaneous crises, including the still relevant shadow of the Covid-19 pandemic, the consequences of the Russia–Ukraine war, an economic crisis with significant inflationary pressures and a climate crisis that has been a decades-long source of anxiety for many. Each of these crises influences consumer and shopping behaviour and attitudes towards the future, with spill-over effects on the work of economic actors. Our study aims to contribute to an understanding of the relationship between crisis situations and shopping. Our findings are based on the results of an online survey conducted between 7 July and 20 July 2022. The online sample of 1,000 respondents is representative of the Hungarian population aged 18–74 in terms of gender, age, type of municipality, educational level and region. The aim of this study is to show how the four crises affect attitudes towards shopping, while it also touches upon the role of pleasure in shopping and the significance of anxiety about the future.