Purpose: This study examines the transformation of consumer behavior in Indonesia after COVID-19, focusing on the growth of online shopping and sustainability awareness.
Methodology: A quantitative survey involved 500 respondents aged 18 years and above from Jakarta, Bandung, Surabaya, Denpasar, Makassar, and Medan. Data were collected through a structured online questionnaire and analyzed using descriptive statistics.
Results: Online shopping increased from 35% before the pandemic to 70% afterward, while offline shopping declined from 65% to 30%. Consumers became more digitally engaged, cautious, and selective, prioritizing convenience, competitive prices, and product variety. In addition, 61% considered environmental and ethical aspects in purchasing decisions, indicating stronger sustainability awareness.
Conclusion: The pandemic accelerated lasting changes in consumer behavior by strengthening digital adoption and sustainability-oriented purchasing. Online shopping has become the dominant consumption mode, while ethical considerations increasingly shape purchase decisions.
Limitations: The study focuses on urban consumers and uses a cross-sectional design, limiting generalizability to rural populations and long-term behavioral changes.
Contributions: This study extends recent applications of the Stimulus-Organism-Response (S-O-R) framework by integrating digital shopping environments and sustainability-oriented evaluations in explaining post-pandemic consumer behavior. It also provides practical insights for businesses and policymakers seeking to align strategies with evolving digital and sustainable consumption preferences.