Authors: Siddharth Jha
Abstract: This study explores the evolving consumer buying behavior in Europe following the significant geopolitical and economic shifts triggered by Brexit and the Ukraine-Russia war. The analysis highlights the impact of rising inflation, trade disruptions, and shifting consumer sentiments across the UK and the Eurozone. Key findings include a marked reduction in spending on non-essential goods, a surge in demand for discount retailers, and increased consumer activism in Southeast and Eastern Europe. Additionally, the study examines the persistent influence of sustainability concerns despite economic pressures. The paper concludes with future trends and strategic recommendations for businesses and policymakers to navigate this complex landscape effectively.
DOI: http://doi.org/
