engleski

COVID-19 and Croatian consumers: the significance of demographics, consumer optimism and innovativeness for consumer resilience

The paper explains consumer behavior during Covid-19. Central consumer behavior variable is consumer resilience. The main purpose was to explore consumer resilience in connection to demographic characteristics of consumers and their individual traits of consumer optimism and innovativeness. The findings indicate the relevance of gender for consumer resilience along with consumer optimism and innovativeness.

consumer resilience ; optimism ; innovativeness ; demographics ; COVID-19

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