PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This study aims to deepen the understanding of post-COVID-19 consumer purchasing behaviour by analysing trends and the impact of pandemic-induced anxiety across different generational cohorts in Malaysia. The study focuses on multiple generations to examine how shared crisis experiences, socio-economic positions, and collective anxieties shaped distinct patterns of consumption behaviour during the COVID-19 pandemic and endemic phases. The research investigates behavioural shifts observed during two key periods: the pandemic phase (March 2020-March 2022) and the endemic phase (from April 2022 onwards). A quantitative survey involving 883 respondents was conducted across selected regions in Malaysia, targeting the Silent Generation, Baby Boomers, Generation X, Generation Y, and Generation C (Corona Generation). One-way ANOVA and multiple regression analyses were employed to assess the influence of anxiety-related stimuli, specifically health anxiety and economic anxiety, on consumer behaviour. The findings indicate both significant differences and notable similarities across generations in purchasing patterns, reflecting broader social and behavioural changes resulting from the COVID-19 crisis. Younger generations demonstrated stronger adaptation toward digital and anxiety-driven consumption, while older generations exhibited greater health-related concerns and essential purchasing behaviour. The study contributes empirical evidence to Generational Cohort Theory and provides sociological insights into how collective crises influence generational behaviour, consumption practices, and social adaptation in post-pandemic society. The findings offer important implications for researchers, policymakers, and businesses in understanding evolving consumer and social dynamics in the post-COVID-19 era.