“ Shedding light on the influence of Covid-19 on online consumer behavior: A               qualitative study in the context of the clothing industry in Sweden.” : “ A qualitative study in the context of the clothing industry in Sweden”.

Abstract: The Covid-19 pandemic outbreak has caused social destruction all across the world. In this thesis, we focus on the impact of Covid-19 on online consumer behavior. Understanding whatis generating these behavioral changes among online shoppers is essential, but it is even moreimportant to investigate and assess if these behavioral changes will persist among onlineshoppers beyond the pandemic. In this study, the primary objective is to examine changes inthe online consumer behavior of the Swedish ready-made clothing industry in response toCovid-19 and determine if these changes will affect future online shopping intentions using thetheory of planned behavior. We thus pay attention to three key components: subjective norms,attitudes, and behavioral controls. We conducted a qualitative study and gathered rich insightsthrough 10 semi-structured interviews with online clothing shoppers in Sweden. The findingsdemonstrate that participants' intentions to shop online in the future are predominantly impactedby factors such as perceived behavioral control, attitude toward behavior, and media, rather thansubjective norms factors like family and friends. Furthermore, in the post-pandemic era,behavioral patterns related to online clothes purchases have changed significantly due to issuesassociated with Covid-19.