The Impact of the COVID-19 Pandemic on Online Shopping and Changes in Clothing Consumption in Generational Groups

Articles in Press

Document Type : Research Paper

Authors

1 ACECR

2 Dep. of Youths and intergenerational relationships, institute for Humanities and Social Sciences in ACECR

10.22034/cbsj.2025.142357.2771

Abstract

Natural disasters, such as epidemics, have historically been the source of social changes. The COVID-19 pandemic, due to its widespread impact, accompanied by quarantine policies and reduced social interactions, has led to shifts in values and behaviors. This study examines the effect of this phenomenon on the level of online shopping and clothing purchases among three generational groups: youth, middle-aged, and elderly. The research method is a survey, and the statistical population consists of Tehran residents aged 18 and older. The sample size is 390, selected through multi-stage cluster sampling. The research results showed that online shopping significantly increased during the COVID-19 outbreak across all three generations, with the middle-aged group experiencing the most changes. Despite differences in purchasing criteria among the groups examined, the amount of clothing purchases, especially for workwear, saw a significant decrease among both young and middle-aged groups. The findings revealed that the COVID-19 pandemic had a significant impact on clothing purchasing behavior and caused behavioral changes in the youth and middle-aged groups. The middle-aged group, due to their experience and accumulated knowledge, quickly adopted the culture of online shopping, whereas the elderly group, due to their limited knowledge of internet use and resistance to change, did not experience a significant difference in online shopping behavior. It is expected that the changes seen in the youth and middle-aged groups will be sustainable and continue into the future.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2026

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