How COVID-19 changed Italian consumers' behavior

We investigate how the COVID-19 pandemic affected people's health-related choices and spending habits in Italy, the first European country to be heavily affected by the pandemic. We collected about 3000 questionnaires in May and June 2020 (that is, during the stabilization phase that followed the country's lockdown), asking questions taken from the “Survey tool and guidance: rapid, simple, flexible behavioural insights on COVID-19” issued by the World Health Organization (WHO), and correlated the responses with respondents' demographic and socioeconomic profiles. A principal component analysis (PCA) shows three main components that we label “Unusual behavior,” “Precautionary spending,” and “Augmented social distancing,” which vary with demographic and socioeconomic characteristics.