Faculty of Agribusiness and Entreprenuership

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    The influence of Covid-19 on consumer behaviour: a bibliometric review analysis and text mining
    (Emerald Publishing Limited., 2023-05-04) Abu Bashar; Brighton Nyagadza; Neo Ligaraba; Eugine Tafadzwa Maziriri
    Purpose – This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour. Design/methodology/approach – Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively. Findings – The most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram. Practical implications – This paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour. Social implications – The Covid-19 pandemic has shaken the world’s economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli, making purchase and consumption decisions. For the marketers to sustain profitability, they need to understand the changing behaviour and tailor their offerings accordingly. Originality/value – The article offers the emerging theme and sub-themes in the consumer behaviour research that leads to future expansion of this research domain.