Abstract
The changes in consumption habits brought about from the covid-19 pandemic is completely reshaping the consumer profiles examined by different organizations. The purpose of this paper is to contribute to the consumer behavior studies by analyzing changes post-disasters. Our paper aims at understanding Italians’ lifestyle and behaviours during and post crisis in order to explore what behaviours people would keep after the disaster and to identify possible megatrends. Through a mixed method approach, we propose a trendy avatar which summarizes in its representation the four categories emerged from our explorative study: (1) digital, (2) homescape lovers, (3) responsible and (4) self-care oriented. Drawing on the new behavioural consumer profile proposed, some research avenues and managerial implications are advanced.