ijems | scientific article InnovativeMarketingApproaches andTransformationofSlovenian ConsumerBehaviorDuring the covid-19Pandemic maja pucelj emuniUniversity,Slovenia maja.pucelj@emuni.si muhammad naeem shahid CholistanUniversity ofVeterinaryandAnimal Sciences,Pakistan naeemshahid@cuvas.edu.pk regalla ravikanth VishwaVishwaniInstituteof SystemsandManagement,India ravikanth@vishwavishwani.ac.in samah adel ibrahim mohammed radwan KafrelsheikhUniversity,Egypt up788296@myport.ac.uk muhammad malik KunmingUniversityofScience andTechnology,China malik5.kiu@gmail.com anthony k. hunt TheUniversityofTexas atAustin,usa tonykhunt@utexas.edu The covid-19pandemichaspresentedunparalleleddifficulties,re- quiringflexibleandadaptiveresponsesfrombothsocietiesanden- terprises.Thisstudyaimstoanalyzenewmarketingtechniquesand operationaladjustmentsthathaveemergedinresponsetotheglobal crisis,focusingontheirimpactoncustomerbehaviorandpurchase choices.Utilizinganabductiveparadigmwithasequentialexploratory design,wecombinedqualitativeandquantitativeresearchapproaches. Wegathereddatafromasampleof204Slovenianrespondentsthrough anonlinesurvey,whichunderwentrigorousexaminationusingstruc- turalequationmodeling(sem).Thisstudyisbasedonconsumerbe- haviortheoryandframeworksinnovationmarketing.Ourfindings revealsignificantshiftsincustomerbehavior,notablyatransitionto- wardsonlineretailplatforms.Educationalsoappearstoplayacrucial roleininfluencingconsumerbehaviorchanges,especiallywithinthe pandemic’scomplexcontext.Additionally,changesinincomedistri- butiondirectlyaffectproductdemanddynamicsinthemarket.The practicalsignificanceofthisstudyisemphasizedbytheactionable suggestionsitprovidestopolicymakersandorganizations.Theserec- ommendationsequipthemwiththenecessaryunderstandingtoeffec- tivelyadjusttheirstrategiestomeetthechangingdemandsandpref- erencesofcustomerstoprepareforfuturepossiblecrises. volume 17 | 2024 | number 2 | 195–234 [196] MajaPuceljetal. KeyWords:covid-19pandemic,consumerbehavior,onlineshopping, education,structuralmodelingequation(sem) ©2024MajaPucelj,MuhammadNaeemShahid, RegallaRavikanth,SamahAdelIbrahimMohammedRadwan, MuhammadMalik,andAnthonyK.Hunt https://doi.org/10.70908/2232-6022/17.195-234 introduction Thecovid-19pandemichasledtounprecedentedglobalchallenges that have transformed numerous aspects of daily life and exerted a significantinfluenceonbusinessoperationsacrossmultipleindustries and markets (Vadnjal 2024). In thisenvironment, our study examines thenovelmarketingstrategiesandcorporateadvancementsthathave emerged as a result of the pandemic. Our goal is to thoroughly exam- ine the impact of these factors on consumer behavior and purchasing decisionsinparticular.Todoso,weemployedboththeoreticalmodels andempiricalevidencetoassesstheextentoftheirimpact. Retailinghaslongbeenanimportantsubjectofeconomicandmar- keting studies. Theacademicpursuit andcuriosity tounderstand con- sumerbehaviorcanbetracedbacktothe1930sand1940s(Schwarzkopf 2015). The retail industry has changed significantly in recent years, especially in the 21st century. These changes include the rise of non- traditional retail options, the growth of e-commerce, and the emer- genceofadigitalmarketingrevolution(Rita,Oliveira,andFarisa2019). Nevertheless, the retail industry has experienced significant and profoundchangeduetotheunexpectedandfar-reachingimpactofthe globalcovid-19pandemic.Thecurrentcrisishasnotonlybroughtsig- nificant health and economic difficulties but also triggered profound changes in consumer behavior. Previous studies have recognized the transitionfromofflinetoonlineshopping,exacerbatedbyvariouspsy- chological stressors that contribute to compulsive buying tendencies. However, there is currently a lack of comprehensive research in this specific area. Choura and Abou Jeb (2021) identified a gap in the aca- demicliterature andemphasizedthe needto examinechangesincon- sumerbehaviorresultingfromtheepidemic. This study aims to fill the existing knowledge gap by investigating theimpactofthepandemiconconsumerbehavior,focusingspecifically onchangesinconsumerchannelpreferencesassociatedwiththecrisis. ijems InnovativeMarketingApproaches [197] Inaddition,weaimtoclarifyconsumercriticismsandprovidesugges- tionsthatcanguidecompaniesfacingsimilarproblemsinthefuture. literature review and hypotheses development Consumers’BehaviorinPandemicPeriods Throughout history, infectious diseases with pandemic potential have emerged and dissipated. The transition from hunter-gatherer cultures to agricultural cultures has led to an increasing spread of infectious virusesinhumansocieties(DobsonandCarper1996).Extensivecom- merce and trade relationships across various geographic regions have accelerated and intensified human-animal interactions, leading to the widespreadtransmissionofcontagiousanimaldiseasestohumans,in- cluding plague, cholera, influenza, and pandemics (Lindahl and Grace 2015). covid-19wasaprofoundlydisruptivepandemicthatdeeplyharm- edallcountriesandtheireconomiesglobally(BaraiandDhar2024;Rop 2024).Consequently,e-commercehassurged,withconsumersincreas- ingly buying goods online. As a result, it is critical to identify and as- sess the impact of these behavioral changes. According to Fihartini et al.(2021),healthriskwasfoundtobemoreimportantintriggeringon- linepurchasing behaviorthan elements relatedtotheethicsofonline retailing;therefore,consumers aremoreconcernedabouttheirhealth when making purchases. Laato et al. (2020) argued that the business environment changed significantly after the pandemic outbreak. Due totheimpactofthispandemicononlineretailingandthecurrenteco- nomicclimate,customers’purchasinghabitshavechanged. AccordingtothefindingsofKajzer(2020),theoutbreakofthepan- demicinthesecondquarterof2020causedasharpdeclineineconomic activitydespitestringentmeasurestocontainit.Whilemanycountries implementedmeasurestopreservejobs,companiesalsorespondedby downsizingtheirworkforce,especiallytemporaryworkers,andgreatly increased the number ofworkers dispatchedby companies to wait for worktemporarily.Thesemeasureshavelargelycushionedtheimpactof thedeclineineconomicactivityonthefallinemploymentandtherise inunemployment. Atthebeginningofthepandemic,youngandlesseducatedpeople, especially women, were most affected. Young people are more likely thanotheragegroupstobeaffectedbytemporaryemployment,which volume 17 | 2024 | number 2 [198] MajaPuceljetal. is particularly the case in Slovenia (student employment). The greater vulnerability of the less educated is also influenced by the high pro- portion of workers with low education in the sectors of activity that were most affected by the restrictive measures (Kajzer 2020). Thus, in this study, we contend that differences in consumers’ educational lev- elshaveresultedindifferencesintheirfeelingsandperceptionsofthe impactsofthepandemicontheirspendingdecisions. Duringthepandemic,people’sbehavioralsochanged–theysocial- ized less, avoided physical contact, and their mental health deterio- rated. All of this, along with country-imposed restrictions on move- ment,alsoledtochangesinconsumerspendingpatterns.Beforethe pandemic,consumersphysicallytraveledtodotheirgroceryshopping, bought clothes in stores, and ate in cafés and restaurants. During the pandemic,globalpopulationsexperiencedandenduredmonthsoflock- downsandextremesocialdistancingmeasures,resultingindecreased accessibility to physical stores and heightened consumer health con- cerns.Consequently,peoplebegantoaltertheirspendinghabits,prior- itizing essential purchases and transitioning from traditional in-store shoppingroutinesofSlovenianconsumerstoonlineshoppingandor- dering take-outs. The fact that the pandemic is forcing consumers to storedifferentlyandswapthecheck-outlineforonlineshoppingmore thaneverbeforehasalsobeennotedbyvariousresearcherssuchasJ.P. Morgan(2020a),Barua(2021),Guetal.(2021),Das,Sarkar,andDebroy (2022),andTymkiw(2022).ThisisalsoreflectedindatafromtheStatis- ticalOfficeoftheRepublicofSlovenia(2021),whichadmitsthatoneof the main effects of thepandemic on the spending habits of Slovenian consumersisthesignificantincreaseinonlineshopping.Theyalsonote that,accordingtotheir2021data,theshareofe-shoppershasincreased inmostagegroups–mostamong65–74-year-olds(to37;22in2020) andleastamong16–24-year-olds(to87;84in2020).Therewere86 ofe-purchasersamong25–34-year-olds(88in2020),90among35– 44-year-olds(80in2020),77among45–54-year-olds(64in2020), and53among55–64-year-olds(40in2020)(StatisticalOfficeofthe RepublicofSlovenia2021).ThisisconsistentwiththefindingsofPan- tano et al. (2020), who found that older consumers who are less com- puter literate alsouse onlineshoppingbecauseit givesthem agreater senseofsecurity.InaresearchstudybyMorales(2021)aboutpandemic consumerbehaviortowardse-commerceandretailstoresintheUnited States, individuals aged 70 and older exhibited a notable decrease in ijems InnovativeMarketingApproaches [199] online shopping preferences. This shift can be attributed to the chal- lenges they face in using electronic devices and in navigating online shopping platforms and networks. Therefore, this paper argues that the pandemic and its associated precautionary measures have shifted consumerpurchasingbehavior–fromtraditionalphysicalshoppingto online shopping – regardless of the literacy and preferences of older consumerstowardssuchchanges. Travelrestrictions,socialisolation,limitationsonthesaleofpartic- ularcommodities,andcustomerscuttingcostsandpostponingprojects severely impacted global sales. This dramatic drop in sales has made it challengingfor retail businesses to recover, especially with fixed ex- pensesremainingunchangedamidstagnantincomegrowth.According todatafromthefinancialaccountsat jpmorgan Chase(jpmc),small business revenues fell by 30–50 at the end of March and the begin- ningofApril,andby40inMay2020(Farrell,Wheat,andMac2020; Kim, Parker, and Schoar 2020). As governments worldwide mandated confinement measures and significantly reduced in-person customer interactions instores, theretail sectorhasbeen particularly adversely affected.Thishasnecessitatedasignificantshiftinhowconsumerslive andinteractwithbusinesses.Somesmallfirmswereabletotransition to alternate channels, such as online platforms, and many were able to cut expenses to offset revenue loss. The accessibilityof online mar- keting played a crucial role in driving sales, as advertisements could bedesignedandcustomizedtosuitconsumerpreferencesbasedonac- tivities, age,education,andgeographiclocation.Astudyconductedin India by Murugan et al. (2020) revealed that the pandemic has led to significant lifestyle changes for everyone. Anxiety about the future is widespread, with particular concerns focused on family,friends, festi- vals,andsocietyasawhole.Asaresult,peoplemakeanefforttoaccli- matizetothenewnormal.Becausetheyareallmoreworriedaboutthe effectsofthepandemic,thepandemicoutbreakhasforcedthemoutof their daily routines and disrupted their way of life from an economic and health outlook. The coronavirus epidemic has caused customers to change how they behave in terms of their purchasing habits. Con- sumers panicked as a result of the unexpected shutdown and hurried tostockuponnecessities.It hasalteredboththecustom andpractice ofshoppinginabasket. Previous studies have found that the pandemic evoked a range of psychologicalandemotionalresponsesamongconsumers,suchasfear volume 17 | 2024 | number 2 [200] MajaPuceljetal. ofcontractingthevirusfromothers,anxietyrelatedtounvaccinatedor illindividuals,uncertaintyofincomegenerationduetoeconomicinsta- bility,andfearofjobloss,allofwhicharefactorsthathaveinfluenced consumer spending habits to varying degrees (Di Crosta et al. 2021). AnIndianresearchstudydonebyJamunadevietal.(2021)underlined thatintermsofagegroup,consumersbetweentheagesof21and30are the ones who purchase online the most. A connection exists between the age of the respondent, shopping cart activity, and product buying criteria.LenkaSvajdova(2021)hasdemonstratedinherresearchstudy howrestrictions imposedduringthepandemichavealteredconsumer behaviorintheCzechRepublic.ThroughInternetplatforms,salesvol- umeshaveexpandedinavarietyofindustries, includingthefoodand drugstore industries. According to the Nielsen Company’s study, the spreadofthepandemicledtoagloballymanifestedchangeinspending levels in relation to consumer behavior (Nielsen 2020; Di Crosta et al. 2021). Various studies, includingthose by Burroughs and Rindfleisch (2002) and Duhachek (2005), have highlighted that stress can trigger activeresponses,potentiallyincreasingimpulsivespendingbehavior. The‘E-CommerceReport2022’(Heureka!group2022)showsasignif- icantincreaseinthefrequencyofonlineshoppinginSlovenia,with76 ofrespondentsregularlyshoppingonline.Accordingtothementioned research, the majority of online buyers are members of Generation X, i.e.thoseover45yearsold,andtheymostoftenbuyclothes,footwear, and fashion accessories. An increase in the average purchase value, whichiscurrentlye100,wasnoted.Theshifttowardsonlineshopping can largely be attributed to restrictions that hindered physical store visits, prompting many businesses to offer online shopping services to adapt to the evolving environment. Consequently, the pandemic has spurred digital transformation in shaping Slovenian consumers’ spending habits, resulting in increased reliance on online platforms. Thisshiftisevidentinchangestopurchasingchannelsandchangesin consumerpreferences,ashighlightedinthe‘E-CommerceReport2022’ (Heureka!group2022).Thereportrevealsthatin2022,Sloveniansmade themostonlinepurchasesincategoriessuchasclothingandfootwear, electronics,andhomeandgardenproducts.Electronicsandhomeand garden items maintained their top positions in terms of value in on- line shopping. This reveals that Slovenian consumers increased their purchases of convenience items during the pandemic; with reduced mobility,consumerssoughtproductsthatfacilitatedtheirdailyactivi- ijems InnovativeMarketingApproaches [201] ties.DiCrostaetal.(2021)foundadifferentpatternemergeinItaly,as theyobservedarisingtrendinthesalesofessentialitems.Theyhigh- lighted that consumer priorities shifted towards basic needs such as food,hygiene,andcleaningproducts.Additionally,unlikethefindings inSlovenia,thepandemicledtodecreasedsalesincertainproductcate- gories(e.g.,clothing)andincreasedsalesinothers(e.g.,entertainment products)inItaly. The ‘E-Commerce Report 2022’ (Heureka!group 2022) also high- lighted that the pandemic had a lasting impact on the behavior of onlineshoppers.Duringthepandemic,covid-19measuresbrought domesticonlineconsumersclosertolocalonlinestores.Thisshiftisre- flectedinthedecliningshareofpurchasesfromforeignstores:in2019, 36ofpurchases weremadefromforeignstores,decreasingto26in 2020,16in2021,andfurtherdroppingtoonly14in2022.Although online shopping was already a significant alternative before the pan- demicandemerged asthemost significantsubstitute, itnowplaysan evenlargerroleinourdailylives.Youn,Lee,andHa-Brookshire(2021) claimed that consumers have been looking for alternate methods of acquiring goods and services in order to protect themselves and their families from contracting the coronavirus. According to J.P. Morgan’s (2020a)research,consumerspendinghabitsduringthepandemichave undergone significant changes. Health considerations have become paramount,leadingtoincreasedsalesofhouseholdcleanersanddisin- fectant products like Dettol and Lysol. With work shifting online and restaurantsandcafésclosed,salesofcoffeeandotherfooditemshave also surged. Conversely, sales of hair color, moisturizers, sun creams, andcosmeticshaveseendouble-digitdeclines. Another major change in Slovenian consumers’ spending habits is theincreaseddemandfortake-outfoodservices.Duetotheshutdown of cafés and restaurants, people searched for a way to ensure the en- joyment of their favorite dishes, which manifested in a surge of deliv- eryservicessuchasE-Food(Slov.E-hrana),WoltandGlovo,whichwas confirmedalsoby sta (2020)andMeden(2020).Also,manycafésand restaurants were offering take-out options, which allowed customers toenjoytheirmealswithoutleavingtheirhomes,whichwasconfirmed alsobyRabuza(2020). In summary, research suggests that the pandemic and its related precautionary measures had a lasting effect on altering consumers’ spending habits. Some studies show that consumer spending focused volume 17 | 2024 | number 2 [202] MajaPuceljetal. primarily on essential items such as food, hygiene products, cleaning supplies, and disinfectants. This shift is attributed to job losses, re- ducedincome,andlowerlevelsofwell-being.Conversely,analternative perspectivesuggeststhatthepandemicanditsassociatedprecaution- ary measures, including social isolation, prolonged periods spent at home,andthecurtailmentoflifeeventsandcelebrations,haveshifted consumer spending habits towards increased expenditures on conve- nience products that facilitate daily activities. Based on the preced- ingacademicdiscussion,weaimtoaddressthecentralquestionabout howretailorganizationsimplementedinnovativemarketingstrategies to cater to diverse demographic groups of Slovenian consumers dur- ingthecovid-19pandemic.Toexplorethis,tworesearchquestions emergedasfollows: rq1 Howdidthepandemiccrisisanditsassociatedprecautiousmea- surestransformSlovenianconsumerspendinghabits? rq2 HowdidSlovenianconsumers’educationallevelinfluencetheir shoppinghabitsduringthepandemicperiod? InnovativeMarketinginCrisisPeriods In this section, we review relevant literature to establish a theoreti- calfoundationforunderstandingtherelationshipsamonginnovation, marketing, and consumer behavior, particularly during times of crisis likethecovid-19pandemic.Despi tethesignificantdisruptioncaused bythecovid-19pandemictotheglobaleconomy,Sloveniahasbeen acknowledged for its resilience, both during the pandemic and in its post-pandemicrecoveryefforts(RostanandRostan2024). Acentralfeatureofresilienceisinnovation,whichiswidelyregarded asacriticaldriveroforganizationalsuccess(Nouairietal.2024).Com- petitive advantage, manifested through factors like profitability, cost efficiency, and human and structural capital, often hinges on innova- tion (Jeong and Chung 2023). In today’s rapidly evolving business en- vironment,innovationisnotmerelyanoptionbutanecessity.Innova- tionisessentialforanorganization’sadaptationtoexternalpressures andcompetition,andameanstoachieveacompetitiveedgeandfoster success. Historically,crisessuchasfinancialrecessions,healthemergencies, and natural disasters have spurred significant innovations that bene- fit humanity (Phillips, Roehrich, and Kapletia 2023). Examples range ijems InnovativeMarketingApproaches [203] from vaccines for infectious diseases to gps technology and antibi- otics like penicillin. However, crises also pose immediate challenges to businesses, including cash flow issues, supply chain disruptions, and the need for branch closures. Therefore, companies must incor- porateinnovationintotheiroperations,especiallyinmarketing,toen- suretheirsurvival(JeongandChung2023).Duringcrises,acustomer- centric approach becomes paramount. Pilukiene and Spudiené (2022) stress the importance of focusing on customer needs and desires, as customer-centricbusinessesarebetterequippedtoensuresatisfaction andloyalty.Innovativemarketingapproachesthatprioritizecustomer- centricity can significantly impact consumer behavior and purchasing decisions. Businessesrespondedtothecovid-19pandemicwithinnovative marketing approaches and business innovations, and these adapta- tions influenced consumer choices (Di Crosta et al. 2021). Virtual ex- periences, in particular, emerged as a creative and effective way for businesses to connect with consumers, while adhering to social dis- tancing and safety measures. Virtual events and experiences provide interactiveandimmersiveopportunitiesforconsumerstoengagewith brands and products (Jamunadevi et al. 2021). For example, a fashion retailercouldorganizeavirtualfashionshow,allowingcustomerstoex- plore clothing lines and accessories from the comfort of their homes. Similarly,sports teamshostedvirtualfannightsthatfacilitatedinter- actions betweenfansandplayers, coaches,andteam personnel.These virtual experiences not only maintained brand engagement but also providedinnovativewaysforconsumerstointeractwithproductsand services. Accordingtothe‘E-CommerceReport2022’byHeureka!group(2022), duringthecovid-19epidemic,healthconcernsmadephysicalshop- pingrestrictedorlessdesirable.Consequently,manyconsumersturned to online platforms to meet their shopping needs, necessitating the developmentofuser-friendlyandeffectivee-commercesolutions.Asa waytocatertochangingconsumerbehavior,businessesemployedvar- iousstrategiesine-commerce.Companiesimprovedtheire-commerce platformstoensureaseamlessshoppingexperience,incorporatingfea- tures like user-friendly interfaces, secure payment options, and com- prehensive product information. Businesses leveraged multiple chan- nels, including social media and email campaigns, to reach a broader audience of potential customers and inform them about their online volume 17 | 2024 | number 2 [204] MajaPuceljetal. offerings. Companies adapted their product offerings to align with shifting consumer preferences, focusing on items suitable for home use, such as home fitness equipment, furnishings, and home office supplies. E-commerce innovations played a pivotal role in reshaping consumer shopping habits during the pandemic, as convenience and safetybecameparamountconsiderationsforconsumers. Data-driven marketing strategies gained prominence during the pandemic,asbusinessessoughttomakethemostofthecustomerdata at their disposal.Leveraging customer data allowed companies to cre- ate more targeted and personalized marketing messages, improving the overall consumer experience. According to J.P. Morgan’s research (2020b), businesses tailored their o ffers based on individual customer preferences,therebyensuringthatconsumersreceivedpromotionsand discountsrelevanttotheirinterests.Dataanalysisenabledcompanies to recommend relevant content to consumers, such as product rec- ommendations, articles, or videos, enhancing their engagement with the brand. Pricing strategies were adjusted dynamically based on fac- torslikedemand,inventorylevels,andconsumerbehavior,optimizing pricing for both the business and the consumer. Gathering feedback fromcustomersprovidedvaluableinsightsforproductandserviceen- hancements, ensuring that businesses met evolving consumer needs effectively. Data-driven marketing not only influenced immediate purchas- ing decisions by presenting tailored and relevant offers but also con- tributed to long-term customer loyalty and retention. To further in- vestigatetheimpactofinnovativemarketingapproachesandbusiness innovationsduringthecovid-19pandemic,weanalyzedstatistical data and research findings. This empirical evidence provides insights into how these innovations influenced consumer behavior and pur- chasing decisions. Analysis of data from the Statistical Office of the Republic of Slovenia (Statistični urad Republike Slovenije 2023) sheds light on changes in business expenditures related to marketing, inno- vation,andresearchanddevelopment(r&d)duringthepandemic. Innovative marketing approaches and business innovations signif- icantly impacted consumer behavior and purchasing decisions during thecovid-19pandemic.Virtualexperiencesprovidebusinesseswith auniqueopportunitytomaintainconsumerengagementandinfluence purchasing decisions. By offering immersive and interactive events, companiescouldbridgethegapcreatedbyrestrictionsonphysicalgath- ijems InnovativeMarketingApproaches [205] erings. According to Youn, Lee, and Ha-Brookshire (2021), consumer feedback and engagement metrics indicated that virtual experiences positivelyinfluencedpurchasingdecisions.Attendeesofvirtualevents often reported an increased desire to purchase products or services showcased during the experience. This illustrates the power of virtual engagementinshapingconsumerbehavioranddrivingsales.Theaccel- erated adoption of e-commerce during the pandemic significantly re- shaped consumer shopping habits. With physical shopping becoming less accessible or desirable due to safety concerns, consumers turned toonlineplatformsfortheirshoppingneeds. Data-drivenmarketingstrategies,includingpersonalizedoffersand content recommendations, played a pivotal role in influencing con- sumer behavior. By leveraging customer data, businesses could target their marketing messages more effectively and create better experi- encesforcustomers(sta2020;Meden2020).Innovativemarketingap- proachesandbusiness innovationsproved crucialforthesurvivaland resilienceofbusinessesduringthepandemic.Companiesthatadapted quicklytochangingcircumstancesandconsumerbehaviorwerebetter positionedtoweatherthecrisis. Customer-centric innovations were key to enhancing business re- silience. Companies that prioritized customer safety and satisfaction by implementing safety measures, contactless deliveries, and respon- sive customer support were viewed favorably by consumers. These customer-centricinnovationsnotonlyretainedexistingcustomersbut alsoattractednewones,contributingtobusinessresilienceandgrowth. Consumersappreciatedbusinessesthatdemonstratedempathyandre- sponsivenessduringuncertaintimes. Thecovid-19pandemicunderscoredthecriticalroleofinnovation inbusinesssurvivalandsuccess.Businessesthatadaptedandembraced innovative marketing approaches not only navigated the crisis effec- tively but alsoshaped consumer behaviorin ways that will likely have lastingimpactsonthebusinesslandscape(Rabuza2020).Theselessons in innovation and consumer-centricity provide valuable insights for businessespreparingforanuncertainfuture.Inthisstudy,weexplored howinnovativemarketingapproaches,includingvirtualexperiences,e- commerce, anddata-driven marketing, influencedconsumer behavior andpurchasingdecisionsduringthecovid-19pandemic.Ouranaly- sisof empirical evidence, theoretical insights,andconsumer feedback revealed that these innovations played a pivotal role in shaping con- volume 17 | 2024 | number 2 [206] MajaPuceljetal. sumer choices and driving business survival and resilience. Theoreti- cal foundations highlighted the importance of innovation as a driver ofcompetitiveadvantageandsuccess,especiallyduringcrises.Innova- tionsthatprioritizecustomer-centricitywereshowntobeparticularly effectiveininfluencingconsumerbehaviorpositively. Hypotheses Based on the theoretical findings, we formulated two hypotheses to guideourstudy: h1ThepandemictransformedSlovenianconsumers’spendinghabits. h2 EducationispositivelycorrelatedwiththepandemiceffectonSlove- nianconsumers’shoppinghabits. methodology The methodology employed in this research is crucial for ensuring the validity, reliability, and relevance of the study’s findings. It in- volves quantitative data collection and analysis methods, as well as rigorous validation procedures. Below is an overview of the key as- pects of the methodology. This study utilizes a quantitative research approach, which emphasizes the use of numerical data to draw con- clusions. Quantitative research is systematic and objective, making it suitable for investigating the influence of innovations on diversified businessesduringthe covid-19pandemiconconsumers’purchase decisions. This approach enables researchers to generalize findings to a larger population based on a carefully selected sample. The research beganwiththedevelopmentofaquestionnaire.Thisquestionnairewas craftedafteranextensivereviewofexistingscientificandprofessional literature. Byaligningthequestions withexistingknowledgeandthe- ory, the questionnaire ensures that data collection is focused on rele- vant variables and constructs. Before administering the main survey, theresearchteamrigorouslytestedthequestionnairetoensureitsva- lidityandreliability. MeasurementScales Thescalesusedinthestudywereadaptedfrompreviouslyvalidatedin- struments, which measured consumer behavior in times of crisis (e.g. Laatoet al.2020). We modified mentioned instruments to fit the spe- cificcontextofthecovid-19pandemicandSlovenianconsumers,like ijems InnovativeMarketingApproaches [207] theadditionofitemsrelatedtohealthconcerns,onlineshoppingpref- erences andpandemic-relatedrestrictions. The scalewas pre-tested to ensure its reliability and validity. Cronbach’s alpha for each construct wasabove0.76,indicatingstronginternalconsistency. Cronbach’s alpha is a statistical measure that assesses the internal consistencyofaquestionnaire.Itchecksifthequestionsinthesurvey are measuring the same construct. A high Cronbach’s alpha value in- dicates good reliability. In this study, Cronbach’s alpha was employed toensurethatthequestionsconsistentlymeasuredtheintendedvari- ables. Factor analysis is a statistical techniqueused to identify under- lying factors or dimensions within a set of variables. This step helped determine if the questions in the questionnaire aligned with the re- searchobjectives.Italsoidentifiedanyvariablesthatmightneedtobe excluded. SampleSize The sample size of 206 participants was determined with the aim of ensuring robust and reliable results based on both practical and theo- reticalconsiderations.Althoughaminimumnumberof65respondents would have beensufficient for astudy with 13 questions, we opted for asignificantlylargersamplesizeinaccordancewiththeguidelinefora 5to1ratiotoincreasetheconfidencelevelof80inouranalysis. Furthermore,itisgenerallyacceptedthataminimumsamplesizeof 200respondentsisrecommendedforPearsoncorrelationanalysesand structuralequationmodeling(sem)toobtainstableandgeneralizable results. By recruiting 206 participants, we ensured that we both met therequiredminimumsamplesizeandexceededthe5to1ratio,which ensures greater reliabilityoftheresults. Participants were recruited via onlineplatforms (such as Facebook and Instagram) and email distribution lists. Although a random sam- plewas useddue totimeandresource constraints, itwas verified that thesamplewasrepresentativeoftheSlovenianpopulationintermsof genderandagedistribution,whichwasconfirmedbychi-squaretests. Theprimarydatacollectionmethodusedinthisresearchwasanon- linesurveyconductedviathe 1ka surveytool.Theonlineplatformof- feredrespondents anonymity,encouragingcandidresponses.Thesur- vey was executed over a substantial period, running from October 26, 2022, to January 20, 2023, to allow for a diverse range of participants to contribute. Convenience sampling was employed to select survey volume 17 | 2024 | number 2 [208] MajaPuceljetal. participants. This non-probability sampling techniqueinvolves select- ingparticipantsbasedontheiraccessibilityoravailability.Theresearch team distributed the survey through multiple channels, including so- cial media platforms (such as Facebook), emails, pre-existing groups (e.g., college student organizations affiliated with the Faculty of Or- ganizationStudies),andin-personrecruitmentbystudents invarious Sloveniancities(Ljubljana,Maribor,Koper,andKranj).Whilethisap- proach limits the generalizability of the results to the broader popu- lation, an analysis comparing the sample to the population was con- ductedtoassessrepresentativeness. The research team determined the sample size based on statistical calculations. The aimwas to achievea confidence level of 80, requir- ingaminimumof164respondentstoensurethattheactualvaluesfell within ±5 of the surveyed values. Kaiser-Meyer-Olkin (kmo) mea- sure assesses the sampling adequacy for factor analysis. A high kmo value(closerto1)indicatesthatthedataissuitableforfactoranalysis. Inthisstudy,the kmo measureproducedavalueof0.729,confirming the appropriateness of the data. Bartlett Test ofSphericity test deter- mineswhetherthecorrelationmatrixisanidentitymatrix,indicating thatfactorsareuncorrelated.Asignificanceleveloflessthan0.05sug- geststhatthedataissuitableforfactoranalysis.TheBartletttestpro- ducedasignificantresult,furtherconfirmingthesuitabilityofthedata. results Thechi-squaretestregardinggenderdidnotyieldanystatisticallysig- nificant results (p > 0.05), indicating that the observed sample values do not significantly deviate from the predicted population values. As shown in table 1, males constitute 51.5 of the sample, compared to 50.2oftheoverallpopulation.Meanwhile,femalesmakeup48.5of thesample,versus 49.8ofthepopulation. Thus,thesampledataap- pearstobeconsistentwiththedemographicdistributionoftheSlove- nianpopulation. The chi-square test results for age were not statistically significant (p>0.05),asindicatedintable2.Thissuggeststhatthereisnonotice- abledifferencebetweentheobserved valuesinthesampleandtheex- pectedvaluesinthepopulation.Accordingtothedata,8.3ofrespon- dentsareagedbetween20and24,slightlyhigherthanthecorrespond- ing figure in the general population, whichis 8.2. Similarly, 10.3 of respondents fall between the ages of 30 and 34, just under the 10.4 ijems InnovativeMarketingApproaches [209] table 1 GenderComparison betweentheSampleandthe Populat. Gender Sample Population Male . . Female . . Total . . notes Inpercent. χ 2 =0.018,p=0.893. table 2 AgeComparisonbetween theSampleandthe Population Age Sample Population – . . – . . – . . – . . – . . – . . – . . – . . – . . Total . . notes Inpercent. χ 2 =3.706,p=0.883. observed in the general population. Moreover, a higher proportion of respondents(11.8)comparedtothegeneralpopulation(11.7)arein theagegroupof35to39yearsold.Inthesample,12.7ofindividuals arebetweentheagesof40and44,whichcloselymatchesthe12.9in theoverallpopulationforthisagegroup.Similarly,thesampleincludes 12.3ofindividualsaged45to49,comparedto12.4inthepopulation. Boththesampleandthepopulationhave11.8ofindividualsaged50 to54.Thispatterncontinuesforindividualsaged55to59,with12.3in boththesampleandthepopulation.Additionally,11.8ofthesample’s participants areaged 35 to 39, slightlyhigherthanthe11.5 observed in theentirepopulation for thisage group. Based on thesampledata, itcanbeinferredthatthedemographic distribution amongSlovenian citizensisreflectiveofthebroaderpopulation. The reliability of the entire questionnaire can be determined from table 3, which indicates exceptionally high reliability. This is evident from the Cronbach’s alpha value of 0.951. The Cronbach’s alpha coef- ficientwascalculatedforeachconstructandshowsasatisfactorylevel ofreliability(α>0.76)forallconstructs. h1ThepandemictransformedSlovenianconsumers’spendinghabits. The suitability of the data for factor analysis is confirmed by the kmo measure(0.710) andBartlett’stestforsphericity(sig.<0.05),as shownintable4.Thestrategyusedinourstudyinvolvedtheuseofpri- mary axisfactorization followed by varimax rotation with Kaisernor- volume 17 | 2024 | number 2 [210] MajaPuceljetal. table 3 Cronbach’sAlpha Variables α N HowthepandemictransformedSlovenianconsumer’sspending habits? .  Effectofthepandemiconconsumers’shoppinghabits .  Effectofpandemiconmorefrequentpurchasesofsports,leisure, electronics,andhomegoods .  Effectofpandemicmeasurements(likemaskusage,disinfectingand thevaccination,testingorrecoveryproof)onconsumers’shopping habits .  Effectofretailsaleandconsumerservicesonconsumers’shopping habitsduringthepandemic .  table 4 kmoandBartlett’sTest Kaiser-Meyer-Olkinmeasureofsamplingadequacy . Bartlett’stestofsphericity Approx.χ 2 . df  Sig. . malization.Allobservedvariableshaveacorrelationcoefficientgreater than 0.2, indicating that they jointly contribute to the understanding ofthephenomenonunderstudyandthatnoneofthevariablesneedto beexcludedfromtheanalysis. According to the findings presented in table 5, spss recommends excluding four factors due to their values above 1. In a similar vein, it canbeobservedthatfourfactorsaccountforapproximately60.174of thesharedvariance. • Factor 1: Effect of retail sales and consumer services on con- table 5 TotalVarianceExplained Factor Initial Eigenvalues Extractionsums ofsquaredloadings Rotationsums ofsquaredloadings () () () () () () () () ()  . . . . . . . . .  . . . . . . . . .  . . . . . . . . .  . . . . . . . . . notes Column headings are as follows: (1) total, (2) percentage of variance, (3) cu- mulativepercentage. ijems InnovativeMarketingApproaches [211] sumers’shoppinghabitsduringthepandemic(Saleoffer,Amore diverse online selection of goods and services; Food and drink; Personal hygiene products; Cosmetics; Clothing and footwear; Technicalproducts;Kidsproducts;Healthproductsandfoodsup- plements; Advertising increased during the pandemic in com- parison to the time before the pandemic; The communication from the goods and services providers was more effective; The company offers were wider; Accessibility to goods and services providers was better; The pandemic has permanently changed myshoppinghabits). • Factor 2: Effect of the pandemic on consumers’ shopping habits (I have been shopping less often during the pandemic; I have avoided visiting physical shop locations during the pandemic; I have visibly altered my shopping habits during the pandemic; I havepaidforproductsandservicesduringthepandemic,which I wouldn’t have paid for normally; I have used a credit card for paymentsinsteadofcashduringthepandemic;Ihavebeenshop- pingonlinemorefrequentlyduringthepandemic;Inmyopinion, the pandemic has altered the habits of goods and services con- sumers; Health care; Fear of infection; Fear of relatives getting infected;Productprice;Availabilityofgoods;Other). • Factor 3: Effect of pandemic on more frequent purchases of sports, leisure, electronics, and home goods (Furniture; Home appliances;Gardeningproducts;Computing;Sportsandleisure). • Factor4:Effectofpandemicmeasurements(likemaskusage,dis- infectingandthevaccination,testingorrecoveryproof)oncon- sumers’shoppinghabits(Facemaskusage;Useofdisinfectants; Proofofvaccination,testingorrecovery). It can be concluded that the questionnaire ensures appropriate va- lidity and is therefore suitable for conducting the survey. The statis- tical significance of the Kolmogorov-Smirnov and Shapiro-Wilk tests (sig. < 0.05) indicates that the variables considered are not normally distributed. Therefore, weused nonparametric tests inouranalysis. The results from table 6 indicate that gender differences were sta- tisticallysignificantforseveralstatements intheMann-Whitneytest. Womentendedtoagreemorewithstatementsaboutavoidingphysical stores,usingcreditcardsinsteadofcashduringthepandemic,andex- pressing fear of infecting relatives. In contrast, men showed stronger volume 17 | 2024 | number 2 [212] MajaPuceljetal. table 6 Mann-WhitneyTest Item Gender () () () Ihaveavoidedvisitingphysicalshop locationsduringthepandemic Male  . , Female  . (.) Total  Female  . Total  Ihaveusedacreditcardforpayments insteadofcashduringthepandemic Male  . , Female  . (.) Total  Female  . Total  Fearofrelativesgettinginfected Male  . , Female  . (.) Total  Female  . Total  Accessibilitytogoodsandservices providerswasbetter Male  . , Female  . (.) Total  Female  . Total  notes Columnheadingsareasfollows:(1)N,(2)meanrank,(3)Mann-Whitneytest (sig.). agreement with the statement about better accessibility to goods and servicesproviders.Otherstatementsdidnotshowstatisticallysignifi- cantdifferencesbasedongender(sig.>0.05). Thefindingsfromtable7showthattheKruskal-Wallistestrevealed statistically significant differences (sig. < 0.05) for several statements related to age. Respondents aged 30 to 34 were more likely to agree with statements about avoiding physical stores and fearing infecting relatives,whilethoseaged20to24wereleastlikelytoagreewiththese statements.Thoseaged50to54weremostinclinedtousecreditcards insteadofcashduringthepandemic,whereasthoseaged60to64were leastlikely.Respondentsaged55to59weremostlikelytoexpressfear of infection, with those aged 20 to 24 showing the least concern. Ad- ditionally,respondentsaged45to49weremostlikelytoagreethat the pandemic permanently changed their shopping habits, compared ijems InnovativeMarketingApproaches [213] table 7 Kruskal-WallisTest Item Age () () () Ihaveavoidedvisitingphysicalshop locationsduringthepandemic –  . , –  . (.) –  . –  . –  . –  . –  . –  . –  . Total  Ihaveusedacreditcardforpayments insteadofcashduringthepandemic –  . , –  . (.) –  . –  . –  . –  . –  . –  . –  . Total  Continuedonthenextpage tothoseaged50to54,whowereleastlikelytoagreewiththisstate- ment. Other statements did not show statistically significant differ- encesbasedonage(sig.>0.05). TheKruskal-Wallistestindicatedsignificantdifferences(sig.<0.05) inrespondents’agreementwithseveralstatementsbasedontheirfor- maleducation,particularlyregardingavoidanceofphysicalspacesdur- ing the pandemic, belief that the pandemic has permanently altered consumers’behaviorsofacquiringgoodsandservices,healthcare,fear of becoming sick, fear of infecting relatives, and perceptions about the increased efficacy of advertising and communication efforts. Re- spondents with the sok Level 10: Doctoral Education most agreed with the statements about avoiding physical stores, health care, and fear of becoming sick, while respondents with the sok Level 2: Ele- mentary Education leastagreedwith thosesamestatements. Respon- dentswithsokLevel3:GraduationCertificateagreedthemostwith volume 17 | 2024 | number 2 [214] MajaPuceljetal. table 7 Continuedfromthepreviouspage Item Age () () () Fearofinfection –  . , –  . (.) –  . –  . –  . –  . –  . –  . –  . Total  Thepandemichaspermanentlychangedmy shoppinghabits –  . , –  . (.) –  . –  . –  . –  . –  . –  . –  . Total  notes Columnheadingsareasfollows:(1) N,(2)meanrank,(3)Kruskal-Wallistest (sig.). statements aboutongoingchangestoconsumerbehaviorandperceiv- inganincreaseinadvertisingduringthepandemic.Respondentswith sokLevel9:Specializationdiplomaafteracademic/professionalhigher education; research master’s degree most strongly agreed statements about fear of infecting relatives, while respondents with sok Level 2: ElementaryEducationwereleastlikelytoagree.TheKruskal-Wallistest did not show statistically significant differences for other statements (sig.>0.05),indicatingnosignificantdifferencesbasedonformaledu- cationforthosespecificstatements. Descriptivestatisticsdataindicatethatrespondentsagree(m =3.8; sd = 0.975) with the statement that the pandemic has affected the changeinconsumerbuyinghabitsofproductsandservices,whilethey also agree (m = 3.6; sd = 1.21) with the statement that they paid with a credit card instead of cash during the pandemic (m = 3.8; sd = 1.15) ijems InnovativeMarketingApproaches [215] Fearofinfectingrelatives (m =3.8) Healthcare (m =3.7) Availabilityofproducts (m =3.3) Fearofowninfection (m =3.4) Thefactorsthathave influencedconsumer’s shoppinghabitsduring thepandemic figure 1 TheFactorsThatHaveInfluencedConsumer’sShoppingHabitsduring thePandemic andtheyshoppedonlinemoreoftenduringthepandemic(m =3.6; sd = 1.3). Respondents also agreed that the factors that influenced their shoppinghabitsduringthepandemicwerefearofinfectingrelatives(m = 3.8; sd = 1.17) and health care (m = 3.7; sd = 1.06). The lowest level ofagreementamongrespondentswasthestatementthattheybought productsandservicesduringthepandemictheywouldnothavebought otherwise(m =2.3; sd =1.01).Thefactorsthatinfluencedthepurchas- ing habits of Slovenian consumers during the pandemic are shown in figure1,whichshowsthatfearofinfectingrelativeshadthegreatestin- fluenceonSlovenianconsumers’shoppinghabitsduringthepandemic, followedbyhealthcare,fearofcontractingthediseasethemselves,and availabilityofproducts. The Spearman correlation test in table 8 shows that respondents havepermanentlymadesignificantchangeswiththeirshoppinghabits (sig.<0.05),includingshoppinglessoften,avoidingphysicallocations, shoppingonlinemorefrequently,andbeliefthatthepandemichasled tolong-lastingchangesintheirconsumerhabits. As shown in table 9, the coefficient of determination (R 2 )is32.3, which means that the independent variables have a fairly strong in- fluence on the dependent variable (The pandemic has permanently changedmyshoppinghabits.).Astatisticallysignificant(sig.<0.05)in- fluenceispresentforthevariables:‘Ihavevisiblyalteredmyshopping habitsduringthepandemic,’‘Ihaveusedacreditcardforpaymentsin- steadofcashduringthepandemic,’‘Ihavebeenshoppingonlinemore frequently during the pandemic,’ and ‘In my opinion, the pandemic hasalteredthehabitsofgoodsandservicesconsumers.’Thebetacoef- ficientispositive for thevariables, ‘Ihavevisiblyalteredmyshopping volume 17 | 2024 | number 2 [216] MajaPuceljetal. table 8 Spearman’sCorrelationCoeffic ient(ThePandemicHasPermanently ChangedMyShoppingHabits) Ihavebeenshoppinglessoftenduringthepandemic R .** Sig. . N  Ihaveavoidedvisitingphysicalshoplocationsduring thepandemic R .** Sig. . N  Ihavevisiblyalteredmyshoppinghabitsduringthepandemic R .** Sig. . N  Ihavepaidforproductsandservicesduringthe pandemic,whichIwouldn’thavepaidfornormally R .* Sig. . N  Ihaveusedacreditcardforpaymentsinsteadofcash duringthepandemic R .** Sig. . N  Ihavebeenshoppingonlinemorefrequentlyduringthepandemic R .** Sig. . N  Inmyopinion,thepandemichasalteredthehabitsof goodsandservicesconsumers R .** Sig. . N  notes **Correlationissignificantatthe0.01level(2-tailed).*Correlationissignif- icantatthe0.05level(2-tailed). habits during the pandemic’ (β = 0.228), ‘I have been shopping online more frequentlyduring the pandemic’(β =0.292) and‘Inmy opinion, the pandemichasalteredthe habitsofgoodsandservicesconsumers’ (β = 0.208), indicating a positive influence, and negative for the vari- able:‘Ihaveusedacreditcardforpaymentsinsteadofcashduringthe pandemic’(β=–0.146),indicatinganegativeinfluence. The Spearman correlation test presented in table 10 indicates that nearly all pairs of factors – Factor 1 (impact of vendors on consumer purchases),Factor2(impactofthepandemiconshoppinghabits),Fac- tor3(morefrequentpurchasesofsporting,recreational,electronic,and household goods), and Factor 4 (impact of the use of masks, disinfec- tion, and vaccination, test, or recovery certificate on shopping) – are significantly(sig.<0.05)positivelycorrelated.However,thereisnosta- ijems InnovativeMarketingApproaches [217] table9LinearRegression Item B β Sig. Thepandemichaspermanentlychangedmyshopping habits . . Ihavebeenshoppinglessoftenduringthepandemic –. –. . Ihaveavoidedvisitingphysicalshoplocationsduringthe pandemic . . . Ihavevisiblyalteredmyshoppinghabitsduringthepan- demic . . . Ihavepaidforproductsandservicesduringthepan- demic,whichIwouldn’thavepaidfornormally . . . Ihaveusedacreditcardforpaymentsinsteadofcash duringthepandemic –. –. . Ihavebeenshoppingonlinemorefrequentlyduringthe pandemic . . . Inmyopinion,thepandemichasalteredthehabitsof goodsandservicesconsumers . . . notes R 2 =0.323. table 10 Spearman’sCorrelationCoefficient Factor () () () () () Effectofsellersonyour shoppingduringthepandemic r . .* .** .* Sig. – . . . N     () Effectofthepandemiconyour shoppinghabits r .* . . .** Sig. . – . . N     () Morefrequentpurchasesof sports, leisure,electronics and homegoods r .** . . .* Sig. . . – . N     () Effectofmaskusage,disinfecting andthevaccination,testingor recoveryproof on shopping r .* .** .* . Sig. . . . – N     notes **Correlationissignificantatthe0.01level(2-tailed).*Correlationissignif- icantatthe0.05level(2-tailed). tistically significant correlation between Factor 2 (impact of the pan- demic on shopping habits) and Factor 3 (more frequent purchases of sporting, recreational, electronic, and household goods) (sig. > 0.05). Asreflectedintable11,thecoefficientofdetermination( R 2 )is35.0, volume 17 | 2024 | number 2 [218] MajaPuceljetal. table 11 LinearRegression Factor B β Sig. () Effectofthepandemiconyourshoppinghabits . , () Effectofsellersonyourshoppingduringthepan- demic . . . () Morefrequentpurchasesofsports,leisure,electron- icsandhomegoods –. –. . () Effectofmaskusage,disinfectingandthevaccina- tion,testingorrecoveryproofonshopping . . . notes R 2 =0.350. table 12 RevenuefromtheSaleofGoodsinRetailStoresinSlovenia Category       Companies andother organisations       Endcon- sumers       Total       notes In1000eur.BasedondatafromStatisticalOfficeoftheRepublicofSlovenia (https://www.stat.si/StatWeb/en). whichmeansthattheindependentvariableshaveafairlystronginflu- ence on the dependent variable (factor 2: effect of the pandemic on shopping habits). A statistically significant (sig. < 0.05) influence is present for the variable: ‘Factor 4: Impact of the use of masks, disin- fectionandthevaccination,testingorrecoverycertificateonshopping habits.’Thebetacoefficientispositive(β=0.422),indicatingapositive influence. The observed positive correlation between the intensity and direc- tionofthelatentvariablessuggeststhatHypothesis1issomewhatsup- ported. Our research findings suggest that the shopping behavior of Slovenianconsumerswasindeedaffectedbythepandemic,albeittem- porarily.However,itisimportanttonotethatthisimpactwasnotsig- nificant or permanent. Statistical data in Slovenia show a remarkable observationwhenexaminingthedistributionofrevenuefromthesale ofgoodsinaretailstore(measuredin1000 eur),asshownintable12. Inparticular,adecreaseinrevenuewasobservedin2020,whichcanbe attributed totheimpactofthepandemic.Thisdecreasedeviatesfrom the previously observed trend of steady revenue growth in the sale of ijems InnovativeMarketingApproaches [219] table 13 IncreaseofRevenuefromtheSaleofGoodsbyProductGroupinRetail TradeinSlovenia Item    Δ()  Food,beverages,andto- baccoproducts ,, ,, ,, . ,, Furniture,lighting,carpets, andfloorcoverings , , , . , Household appliancesand electricaldevicesforper- sonalcare , , , . , Computer,telecommunica- tions,audio,videodevices , , , . , Gamesandtoys , , , . , Gardeningequipment, seeds,seedlings,flowers, smallanimals , , , . , Cosmeticproductsandtoi- letries , , , . , Itemsforpersonaluse , , , . , Constructionandinstalla- tionmaterials , , , . , Homemaintenanceandre- pairproducts , , , . , Toolsandequipmentfor homeandgarden , , , . , notes In1000eur.BasedondatafromStatisticalOfficeoftheRepublicofSlovenia (https://www.stat.si/StatWeb/en). goodsinretailstores,asshownbyacomparisonwithdatafromprevi- ousyears. As reflected in table 13, the biggest increase in revenue from the sale of goods by product group in retail trade in Slovenia in the year 2020, compared to the year 2019, can be noted in product group com- puter, telecommunications, audio, video devices (18,27), items for personal use (such as watches, alarm clocks, jewelry, precious stones, travel cases, bags, wallets, baby carriages, car seats, umbrellas, sun- glasses,wallthermometers,etc.)(16,13),gardeningequipment,seeds, seedlings,flowers,smallanimals(15,97)andalsoinpurchaseofcon- structionandinstallationmaterials(10,53). h2 EducationispositivelycorrelatedwiththepandemiceffectonSlove- nianconsumers’shoppinghabits. volume 17 | 2024 | number 2 [220] MajaPuceljetal. table 14 Spearman’sCorrelationCoefficient(FormalEducation) Ihavebeenshoppinglessoftenduringthepandemic r .* Sig. . N  Ihaveavoidedvisitingphysicalshoplocationsduring thepandemic r .** Sig. . N  Ihavevisiblyalteredmyshoppinghabitsduringthepandemic r .** Sig. . N  Ihavepaidforproductsandservicesduringthe pandemic,whichIwouldn’thavepaidfornormally r . Sig. . N  Ihaveusedacreditcardforpaymentsinsteadofcash duringthepandemic r .** Sig. . N  Ihavebeenshoppingonlinemorefrequentlyduringthepandemic r .** Sig. . N  Inmyopinion,thepandemichasalteredthehabitsof goodsandservicesconsumers r .** Sig. . N  notes **Correlationissignificantatthe0.01level(2-tailed).*Correlationissignif- icantatthe0.05level(2-tailed). TheSpearmancorrelationtest,asshownintable14,indicatesasta- tisticallysignificantpositivecorrelation(sig.<0.05)betweenSlovenian customers’ shopping behavior and their level of formal education. No statistically significant correlation was found between formal educa- tion and the statement ‘I have paid for products and services during thepandemicwhichIwouldn’thavepaidfornormally’(p>0.05). Wechosestructural equation modelling(sem) becauseitisableto test complex relationships between multiple dependent and indepen- dent variables simultaneously. sem also allows the integration of la- tentvariables,likechangesinconsumerbehaviorandmarketingstrate- gies,whichcannotbedirectlyobservedbutareinferredfromthedata. sem can also provide a comprehensive overview of how different fac- tors, like income and education, interact to influence consumer deci- sions. ijems InnovativeMarketingApproaches [221] figure2 semmodel ResultsoftheStructuralEquationModeling(sem) A flexible statistical technique called structural equation modeling (sem) makes it possible to investigate complex correlations between numerous variables. The result of this analysis consists of several significant parts, each of which offers insightful information on the goodness-of-fit of the model, correlations among latent variables and parameterestimation.The sem analysisisthoroughlyexamined,with a detailed explanation of its sections, results, and implications, as showninfigure2. Theinvestigationbeginswithacloseexaminationofthreedifferent factors related to demographic traits in the demographic section. The underlyingdistributionalassumptionofthedataisevaluatedusingthe Mardiatest,amultivariatenormalitytest.Thedistributionofthedata is asymmetric, as evidenced by the skewness test score of 9.9064. The p-value(0.4487)indicatesthatthisskewnessisnotstatisticallysignif- icant despite its size. Similar to this, the distribution’s peakedness is measuredbythekurtosisteststatistic,whichis–3.9154.Thep-valueas- sociatedwiththisstatisticis0.0001,indicatingsignificantkurtosis.As a result, it can be inferred that this demographic dataset violates the multivariate normality assumption. Each variable is subjected to the volume 17 | 2024 | number 2 [222] MajaPuceljetal. Shapiro-Wilktestinordertofurtherinvestigate univariatenormality. Age, Gender, and Education all havep-valuesof0,whichdenoteade- parturefromthenormalityassumption. This section begins an investigation into the connections between the many variables covered. The evaluation demonstrates high skew- ness (3650.8784) and kurtosis (23.9004) using the Mardia test. Both skewness andkurtosis’ correspondingp-valuesof0signifysignificant departuresfromnormality.The22variablesaresubsequentlysubjected to univariate Shapiro-Wilk tests, and in every case, thep-values are recordedas0,supportingthenon-normaldistribution. Using the Mardia test once more, significant deviations from nor- malityareshownbystrongskewness(4438.2873)andkurtosis(30.2513), both of whichhavep-values of 0. This section begins an investigation into the connections between the many variables covered. The evalu- ation demonstrates high skewness (3650.8784) and kurtosis (23.9004) using the Mardia test. Both skewness and kurtosis’ correspondingp- values of 0 signify significant departures from normalcy. The 22 vari- ables from Article 1 are subsequently subjected to univariate Shapiro- Wilktests,andineverycase,thep-valuesarerecordedas0,supporting thenon-normaldistribution. Using the Mardia test once more, significant deviations from nor- malityareshownbystrongskewness(4438.2873)andkurtosis(30.2513), both of which havep-valuesof0.Avarietyoffitindicesareshown, servingasmetricstoassesstheagreementbetweenthemodelandthe patterns inthedatathathavebeenobserved.Thedegreetowhichthe model accurately reproduces the observed covariance patterns is indi- catedbytheComparativeFitIndex(cfi)andTucker-LewisIndex(tli). Bothindiceshavelowvalues,whichcouldbeinterpretedasasignthat themodelandthedatadon’tfittogetherwell.Themodelprovidesrela- tivelyhighvaluesof0.180and0.159fortheRootMeanSquareErrorof Approximation (rmsea), which measures how accurately the covari- ancepatternsinthedataarereproduced.Thesenumbersareoutside the range that a strong model fit requires. The strong rmsea values, which are over the advised cut-off point of 0.176, support the idea of poormodelfit. Estimates of the associations between latent and observable vari- ablesareprovidedbythisaspect.Despitenotbeingobservable, latent variables are inferred from several observed variables. The parameter estimates,shownasstandardizedcoefficients,explainthestrengthand ijems InnovativeMarketingApproaches [223] pattern of the relationships between the variables. These coefficients represent the expected change in the dependent variable that results fromachangeofoneunitintheindependentvariable. Theresultsofthissemanalysishighlighttwokeyissues:poormodel fitandviolationsofnormalityassumptions.Thedatasetdoesnotcon- form to the assumptions of a normal distribution, as shown by the results of the Mardia test, which highlights significant skewness and kurtosis, as well as the univariate Shapiro-Wilk tests, which consis- tentlydemonstratenon-normality.Thisfindingraisesquestionsabout whether it is appropriate to use parametric procedures that are based onthesepresumptions. Theresultsofthemodelfitindicesconfirmthattheproposedstruc- tural equation model and the patterns of the observed data do not fit together satisfactorily. A poor alignment between the model and the actual data is suggested by low cfi and tli values along with high rmsea values,highlightingthepotential distortion ofunderlying re- lationshipsbetweenvariables.Althoughuseful,theparameterestima- tions should be used with caution due to the model’s poor normality andfit.Theseestimates’validitycouldbecalledintoquestion,andtheir interpretationmightnotaccuratelyreflectthetruerelationshipsinthe population. Exploratory factoranalysis(efa) wasconducted todeter- minetheunderlyingstructureoftheconsumerbehaviorvariables,de- spitetherelativelysmallnumberofitems,andtoensurethatthescales measuring different aspects of consumer behavior (e.g. online shop- ping, health issues, etc.) were unique and valid. This step was crucial forvalidatingtheconstructsbeforetestingthestructuralrelationships with sem. Although the sample size of 204 may be considered small for some typesofstudies,semcanstillbeusedeffectivelywhenpairedwith efa toidentifylatentfactors.Previousresearchhasshownthatevenasam- plesizeof150canprovidereliablesemresults,especiallywhenthedata have clear factor structures, as confirmed by the Kaiser-Meyer-Olkin measure and Bartlett’s test in this study. This approach allowed us to refine the factor structure with efa before testing the relationships with sem toensurearobustanalysisdespitethelimitedsamplesize. Inconclusion,oursemstudyhighlightssignificantissuescausedby non-normalityassumptions andpoormodelfit.Carefulconsideration isrequiredduetotheobviousnon-normaldistribution,whichishigh- lightedbytheMardiaandShapiro-Wilktests,aswellasthepoormodel volume 17 | 2024 | number 2 [224] MajaPuceljetal. fit, which is shown by the fit indices. To find more precise underlying patterns in the data, alternative analytical techniques that might in- cludenon-parametricmethodologiesshouldbeexplored.Itiscrucialto provideathoughtfulinterpretationthatrecognizestherestrictionsim- posed by non-normality and poor model fit on the conclusions drawn fromtheresearchandaccountsfortheseconstraints. ConceptualModel We relied on the conceptual model shown in figure 3 as the primary frameworkforourresearch.Aconceptualframeworkservesasthefun- damental basisfor theentire research project.In thisstudy, aconcep- tual model is proposed to shedlighton the factors that influencecus- tomers’buyingbehaviorswhendecidingbetweenonlineandbrick-and- mortar stores. The model was developed by drawing onrelevant theo- ries,concepts,andempiricalfindingsfromsurveys. Aconceptualmodelfromfigure3haselaboratedthepracticabilityof factors affecting consumer behavior. On the one hand, the suggested factors have frequently been identified by earlier studies concerned with the influencing factors on consumer purchasing behavior; how- ever,thecombinedfindingsoftheearlierstudieshavebuiltthesignif- icant cornerstones on which the analysis of the empirical results has been based. However, the factors addressed in the conceptual model aresupportedbythesurveyresultsinthesuggestedconceptualmodel utilizing two separate methods. The first strategy entails directly en- dorsing a factor that has been addressed. This was done by employing one or more survey statements that did so. For instance, it has been notedinsurveysthatmakingofflinepurchasescanbeanentertain- Pandemicrelatedfactors: personalresponsibility, changeinlifestyle, boredom,less entertainment InfluenceonSlove- nianconsumerrespon- sestothepandemic: age,gender, education Slovenian consumer buying behaviour Offline stores Online stores Onlinesources:timesaving Internalfactors:widerange,easy tosearch,cheaperoption Offlinesources:stressrelease,product experience,entertainment figure3 ConceptualModel ijems InnovativeMarketingApproaches [225] ing pastime for some people, as the survey comments have explicitly supported thisfinding.Shoppingisasocialactivitybecausepeoplego shoppingforfunandtohangoutwithfriends,andthisstatementwas supportedby39participants. The second statement, that people typically go shopping alone for entertainment and to observe people around them, was supported by 17 participants. In that, the addressed factors are supported by com- mentsthatwouldindirectlyconfirmthefactors,thesecondtechnique issomewhat comparable tothefirst way interms ofdirectlyverifying the elements. It is possible to indirectly affirm a component that has beenaddressedbyemployingassertionsthatexileafactorthatlieson theotherextremefromthetreatedfactor.Peoplemayprefermakingof- flinepurchasessincetheycanphysicallyexperiencetheproduct,aswas directlysupportedby58participantswhostatedthattheyshopoffline so they can physically inspect and test the products. However, the is- suewasindirectlysupportedby66oftheparticipantswhostatedthat they would not make an online purchase if they could not physically touchandexaminetheobject.Basedonthefindingsofthesesurveys, researcherswereabletodevelopthisconceptualmodel.Therefore,this modelwillhelpresearchersgainin-depthknowledgeaboutinfluencing consumerbehaviorunderpandemicsituations. TheoreticalFoundationofConceptualResearchModel Thetheoreticalframework ofthisstudyisbasedonthetheoryofcon- sumerbehaviorandinnovationmarketing. Inparticular,thetheoreti- calfoundationsrelatingtotheimpactofapandemiconconsumerand retailerdecision-makingformthebasisfortheconceptualmodel.Pre- vious research, such as that by Schwarzkopf (2015) and Rita, Oliveira, and Farisa (2019), shows that consumer behavior in times of crisis is influencedby psychological stress andeconomic changes.In addition, innovation theory, as discussed by Phillips, Roehrich, and Kapletia (2023),providesaframework forunderstandingtheroleofinnovative marketing approaches in times of disruption. This theoretical work guided us in developing our hypotheses, which focused on how the covid-19pandemicchangedthebehaviorofSlovenianconsumers. discussion The covid-19pandemichasresultedinsignificantchangesincon- sumer behaviorandretail sales patterns, necessitating a thorough ex- volume 17 | 2024 | number 2 [226] MajaPuceljetal. amination and comprehension of these changes. This discourse aims toprovideamorecomprehensiveanalysisofourempiricalresults,elu- cidating the intricate complexities and consequences inherent in the observed phenomena. The research conducted revealed a notable dis- parity in sales patterns across many product categories throughout the pandemic. In the fiscal year of 2020, several sectors such as com- puters,telecommunicationsequipment,gardeningtools,andpersonal use products demonstrated a notable increase in revenue. Conversely, other sectors encountered a fall in sales during this period. The ob- served patterns align with prior research, particularly in contrast to the results reported by Vukasović (2020), which indicated a substan- tialincreaseinfoodexpendituresduringthepandemic.Itisofutmost importance to acknowledge that the effects of the pandemic on sales wentbeyondtheimmediatehealthcrisis,embracingotherdimensions likeeconomic,social,andbehavioralaspects(Vukasović2020). Thegenderdisparitiesinconsumerbehavioridentifiedinourstudy are consistent with larger societal trends. Females demonstrated a heightened propensity to refrain from visiting brick-and-mortar es- tablishments, preferred credit card transactions, and voiced appre- hensions over the transmission of infection to their family members. The aforementioned findings are consistent with prior studies that havedemonstratedwomen’stendencytoperceivehealthhazardswith greater severity and exhibit higher levels of compliance with preven- tative actions (Tan et al. 2022; Moran and Del Valle 2016; Muto et al. 2020).Recognizingandunderstandin gthesegenderdistinctionsiscru- cialfororganizationsseekingtocustomizetheirstrategytoeffectively addressthevariedrequirementsandconcernsoftheirconsumerbase. Age-relatedvariationshavebeenidentifiedasanessentialfactorin- fluencing consumer behavior in the context of the pandemic. The age cohort ranging from 30 to 34 years demonstrated the highest level of concurrence about statements about the avoidance of stores and con- cernsabouttransmittingtheinfectiontotheirfamilymembers.Incon- trast,20–24-year-oldsexhibitedreducedconcurrencewiththeseasser- tions. The discrepancy in preferences about cash and credit card pay- mentswasalsoobservedamongindividualsbelongingtodifferentage groups.Theobservedvariationinbehaviorrelatedtoageisconsistent withpriorstudiesthathaveshownolderpersons,especiallythosewho are more susceptible to risks, tend to exhibit more cautious and risk- aversebehaviorsintimesofhealthcrisis(BruinedeBruin2020).More- ijems InnovativeMarketingApproaches [227] over,theinclinationtowardsdigitalpaymentmethodsamongyounger participantsreflectsthesocietaltransitiontowardstechnologicallyad- vancedpaymentoptions,asnotedbyIftode(2019). Thestudyconductedbyourresearchhasrevealedthesignificantin- fluenceofeducationalleveloncustomerbehaviorinthecontextofthe ongoingpandemic.Therewasapositivecorrelationobservedbetween thosepossessingadvancededucationalcredentials,specificallydoctor- ates,andtheirinclinationtoendorsecommentsaboutstoreavoidance, healthcareconcerns,andfearofinfection.Ontheotherhand,individ- uals who possessed secondary school certificates demonstrated a de- creased level of concurrence with these propositions. Bruine de Bruin (2020) asserts that the impact of external variables on consumer be- haviorissignificantlyinfluencedbyone’seducationaldegree. Thecharacteristicsthathavebeenfoundascrucialinalteringshop- pinghabitsduringtheepidemicalignwithpreviousresearchfindings. Prominent factors motivating individuals include apprehension re- garding the transmission of the virus to their family members, con- cerns about overall health, personal anxieties around infection, and the availability of essential products (Vukasović 2020). The aforemen- tioned findings highlight the persistent importance of psychologi- cal and health-related elements in the process of consumer decision- making amidst periods ofcrises.Gainingcomprehension ofthesefac- tors enables firms to acquire the necessary knowledge for developing messagingandstrategiesthatareinlinewithconsumer attitudes and priorities. Our research has broad implications for the fashion retail indus- tryandpotentiallyothersectors,encompassingmorethanjustunder- standingtheeffectsofthepandemiconconsumerbehavior.Moreover, the findings of this study have direct implications for the fashion in- dustry, particularly regarding the shift towards e-commerce and on- lineconsumption.Theriseinonlineshoppingduringthepandemic,as evidencedbyasignificantincreaseinpurchasesofclothingandacces- sories via online platforms, emphasizes the need for fashion retailers toimprovetheirdigitalpresence.Inaddition,virtualexperiencessuch asonlinefashionshowsandaugmentedrealityfittingroomscanbridge the gap created by the closure of physical shops. By adapting to these changes, fashion businesses can not only survive but thrive in a post- pandemicretaillandscape. Organizations,specificallythoseoperatingwithinthefashionretail volume 17 | 2024 | number 2 [228] MajaPuceljetal. industry, have the opportunity to utilize this valuable information to customize their product offerings, marketing approaches, and opera- tionalframeworkstoalignwithanalteredmarketenvironment.Inthe contextofthepost-pandemicperiod,itiscrucialtoprioritizeadaptabil- ityandresponsivenesstoeffectivelyaddressthechangingpreferences ofconsumers.Organizationsthatacknowledgethesetransformations andadjusttheirstrategiesaccordinglyarewell-positionedtoflourishin acontextmarkedbyunpredictabilityandswiftalterations(Vukasović 2020). conclusion The two hypotheses of this study are closely linked to the central re- search objectives, namely understanding the change in consumer be- havior and the adoption of innovative marketing strategies during thecovid-19pandemic.Hypothesis1examineshowthepandemic hasfundamentallychangedtheconsumptionhabitsofSloveniancon- sumers,whichiskeytoidentifyingshiftsinmarketdynamics.Hypoth- esis2focusesontheroleofeducationandhypothesisthathigherlevels of education are positively correlated with behavioral changes. Both hypothesescontributetotheoverallgoalofidentifying keyfactors in- fluencing consumer decisions and the effectiveness of new marketing techniquesduringtheglobalcrisis. Based on the extensive research and empirical observations of the comprehensivestudy,itisevidentthatthecovid-19pandemicre- sultedinsignificantchangesinconsumerbehavior.Thecomplexchan- ges,whicharecloselytiedtothestructureofoursociety,aresupported byavarietyofimportantelementssuchasgender,age,education,and variouscontextualcircumstances.Changesinconsumerbehaviorhave, therefore,affectedpurchasinghabitsandshedlightonthecomplexin- terplayofsociological,economic,andhealth-relatedfactors.Thisstudy makesasignificantcontributiontothecurrentscientificdebateonthe significantimpactofthepandemicon(Slovenian)consumerbehavior. Itsuccessfullycombinestheoreticalconceptswiththeirpracticalimpli- cationsintherealworld.Thestudy’sobservationsandconclusionsof- fer important recommendations for businesses and policymakers and provideacomprehensiveunderstandingofthecomplexprocessesthat driveconsumerbehaviorintimesofcrisis. Thecovid-19pandemicexertedanotableinfluenceontheheight- enedadoptionofvirtualcommercewithinthecontextofSlovenia.Asa ijems InnovativeMarketingApproaches [229] resultoftheconstrainedaccessibilityofphysicalretailestablishments and growing apprehensions regarding thewelfare andsecurity of cus- tomers, there has been a discernible surge in the utilization of online platformsbyconsumerstoconducttheirpurchases.Theobservedshift inconsumerpurchasepatternswasmarkedbyatransitionfromdiscre- tionaryitemstocriticaldailynecessities,aswellasgoodsrelatedtopro- fessionalneedsandhomeentertainment.Inaddition,thecrisisledtoa significantchangeinconsumersupportforlocalbusinesses.Slovenian consumers showed a collective senseof solidarity with the localecon- omy,clearlytendingtofavorlocalbusinessesasopposedtotheironline counterparts from abroad. The study provides a compelling argument thatchallengesthewidelyheldassumptionthatpeoplewithhigherlev- els of education would changetheir purchasing behaviormore signifi- cantlyintimesofcrisis.Thisobservationunderscorestheneedforfur- therresearchtoexamineadditionalelementsthatmayhaveanimpact on consumer behavior during times of turmoil. The multi-layered na- tureofindividualpsychologyrequirestheinclusionofsensorycompo- nentsinthecontextoftheshoppingexperience. Anin-depthexaminationofgenderdiscrepanciesfoundthatwomen spend a greater proportion of their expenditures on health and pro- tection items such as masks, hand sanitizers, and disinfectants com- pared to men. This discrepancy highlights women’s higher awareness ofrisk andtheirpropensity to implementhealthprotection measures withgreatercare.Theinfluenceofageonconsumerbehaviorduringthe pandemicwasidentifiedasanimportantfactor.Significantdifferences inbehaviorwerefoundacrossagegroups,including30-to34-year-olds and20-to24-year-olds,intermsofstoreavoidanceandconcernabout diseasetransmissiontofamilymembers.Onenotableobservationcon- cernedthedivergentpropensitytousecreditcardsasopposedtocash (digital payments), with Generation Z proving more flexible on this pointthanoldercustomers. Individuals’ education levels were identified as an important ele- mentinshapingconsumerresponsestotheepidemic.Individualswith higher levels of education, particularly those with doctoral degrees, tended to agree more with statements related to avoiding business, concern about health care, and fear of infection. On the other hand, respondents with secondary education were least likely to agree with theabovestatements.Significantly,respondentswithmaster’sdegrees agreedmorestronglywithconcernsaboutinfectingtheirfamiliescom- volume 17 | 2024 | number 2 [230] MajaPuceljetal. paredtotheirpeers. Thiscomprehensive studycategorizesthefactors affecting consumer spending during the pandemic into four different dimensions. These dimensions include the impact of retail and con- sumer services on consumer spending behavior during the pandemic; theimpactofthepandemicitselfonconsumerspendingbehavior;the impact of the pandemic on increasedpurchases of various goods such assporting,recreational,electronic,andhouseholdgoods;andtheim- pactofpandemicmeasuressuchastheuseofmasks,disinfectionpro- tocols, vaccination efforts, testing procedures, and recovery evidence onconsumerspendingbehavior. In summary, this study illuminates various aspects of consumer behaviorduringthecovid-19epidemicinSlovenia.Withthesesci- entific insights, companies and policymakers can adeptly respond to evolvingconsumerdemandsinthepost-pandemicperiod.However,it is crucial to acknowledge limitations stemming from our study, such as its regional focus and data collection timeframe. A more extensive study spanning multiple countries/continents and a longer duration, accountingfordifferentpandemicphases,couldofferbroaderinsights. Our findings serve as a practical foundation for companies to adjust theirstrategicplans,especiallyindigitalmarketing andconsumeren- gagement.Thisstudycontributestoexistingliteraturebytheoretically analyzing how health, economic, and sociological factors interact to shape consumer behavior during crises. Rigorous statistical methods ensure the robustness of our findings, alongside adherence to ethical standards for participant anonymity and informed consent. 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