Shopping tendencies of consumers aged 65 and over during the COVID-19 pandemic

This study aims to examine the transformation in the shopping behavior of consumers aged 65 and over, and the permanence of this change, caused by the restrictions implemented during the COVID-19 pandemic, from a behavioral economics perspective. Prior to the pandemic, this demographic group primarily favored traditional retail channels such as physical markets and bazaars. However, due to the compulsion of quarantine conditions, including health risks and curfews, they were forced to shift to digital shopping platforms. The central research question addresses whether this enforced transition led to a permanent change in shopping habits and whether the use of online shopping has been sustained in the post-pandemic normalization period. The methodological framework of this thesis is grounded in the Qualitative Research Paradigm and the Phenomenological design, seeking an in-depth understanding of this specific experience and the underlying reasons. Accordingly, semi-structured in-depth interviews, lasting an average of 40–50 minutes, were conducted with a sample of n=30 (thirty) consumers aged 65 and over residing in different urban regions of Turkey. The resulting transcripts were analyzed using the thematic analysis method. The main findings of the research demonstrate that the decision-making mechanisms of the 65+ age group are shaped not by rational utility maximization (homo economicus) but by behavioral risk optimization (homo sapiens), as discussed in Chapter 1. The results revealed that the group attempted to manage three conflicting core loss perceptions: (1) health loss (fear of the virus), (2) financial loss (anxiety about fraud), and (3) performance loss (fear of product quality/freshness). It was determined that the pandemic broke the status quo bias (traditional shopping) through family pressure and restrictions. However, the persistence of this digital adaptation was found to be conditional on whether the motivation for adaptation was voluntary or enforced. A key finding of the study is that the social utility of shopping (chatting with tradesmen, participating in life) is more decisive for this age group than the rational utility of online shopping (convenience, price). This factor primarily triggered the return to physical stores in the post-pandemic period. The research contributes significantly to the literature with unique cross-analysis findings, such as the "inverse transition of gender roles" (health expenses over cleaning) and the "passive income paradox." These results provide strategic information to the retail sector developing digital marketing strategies for the elderly population, as well as to public institutions and other stakeholders formulating digital literacy policies. Keywords: Behavioral Economics, Consumer Behavior, Covid-19 Pandemic, 65+ Consumers, Qualitative Research, Digital Adaptation, Status Quo Bias. 2025, 192 Page