Change of Consumption Behaviours in the Pandemic of COVID-19: Examining Residents’ Consumption Expenditure and Driving Determinants

This study investigated changes of individuals’ consumption behaviours during the COVID-19 pandemic and explored the driving determinants in consumption expenditure in Zhejiang China. Based on the 454 samples of survey data, which were collected in 2020 and 2021, it showed a reduction trend in consumption expenditure during the pandemic. Compared to the consumptions before the pandemic, money spent on housing, food, and beverage did not change too much. However, expenditures on wearing, recreation, and education reduced. Age, family size, and household income were significant to the expenditure changes. Online shopping became an important alternative way for residents during the pandemic and the trend is expected to continue even after the pandemic. Based on the findings, suggestions are summarized as two points. First, the young and single residents are the main group for recovering the consumption for wearing, recreation, education, and public transport. Meanwhile, to improve the satisfactions in online shopping, regulations should be issued by the government in improving the quality of goods and service.