Central European Business Review 2020, 9(4):45-58 | DOI: 10.18267/j.cebr.249

Health Conscious Consumer Behaviour: The Impact of a Pandemic on the Case of Slovakia

Marián Čvirik1
University of Economics in Bratislava, Faculty of Commerce, Department of Marketing, Bratislava, Slovakia, marian.cvirik@euba.sk

The adverse effects of the pandemic (COVID-19) are already reflected in the Slovak economy. At the same time, some experts warn that the pandemic is not over and may manifest itself in the second wave. The article examines the concept of Health consciousness as one of the possible (preventive) measures in a pandemic. The aim is fourfold: 1. to measure the level of health consciousness in normal conditions 2. to measure the level of health consciousness during a pandemic 3. to examine the differences between these levels and 4. to determine the true meaning of health consciousness in a pandemic. A sample of 384 respondents was employed in the research to collect the empirical data. The sample was selected by the quota method. The study consisted of two phases - the first phase before the pandemic and the second phase during the pandemic (COVID-19). The one-way ANOVA test and linear regression analysis were used to explore the impact of selected factors on health consciousness in the Slovak population and to verify the hypotheses. The results of the research indicate that health consciousness increased sharply during the pandemic. At the same time, selected demographic factors were confirmed as factors influencing the level of health consciousness. The level of health consciousness can affect the frequency of infections. The results can be used in many fields (medicine, sociology, psychology, marketing), both theories and practice.
Implications for a Central European audience: The development of the Slovak economy at the end of 2019 led to a more positive estimate of GDP growth and other economic indicators. The situation has changed in the context of the pandemic. Especially small and medium-sized enterprises represent a vulnerable place in the Slovak economy. We must look for possible ways to eliminate the pandemic and at the same time look for effective preventive means that could be used in the event of a second wave or another pandemic to protect human lives as well as the state economy.

Keywords: health consciousness; consumer health behaviour; COVID-19
JEL classification: I11, I19, M30

Received: May 27, 2020; Revised: June 17, 2020; Accepted: June 29, 2020; Prepublished online: July 12, 2020; Published: September 30, 2020  Show citation

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Čvirik, M. (2020). Health Conscious Consumer Behaviour: The Impact of a Pandemic on the Case of Slovakia. Central European Business Review, 9(4), 45-58. doi: 10.18267/j.cebr.249
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