Digital technologies and consumer perception in the Croatian market

Today’s consumers are guided by several internal and external factors that shape their preferences when purchasing products and services. Many disruptions, such as the pandemic and legal, economic, and financial disruptions, have occurred in recent years on a global and economic level. First, the COVID-19 pandemic with numerous consequences on all aspects of human life; second, the sudden outbreak of the war in Ukraine, which shapes new international trade policies; and, finally, the accession of the Republic of Croatia to the Schengen area with the introduction of a new official currency are just some of the global events that influence consumer behavior. Under such uncertain conditions, the levels of stress, fear, panic, and anxiety are high among consumers because confidence in producers has been lost, and prices are expected to rise dramatically. The question is whether such negative perceptions could be prevented or mitigated through digital technologies that could give consumers an insight into price changes during crises and help them overcome or even mitigate the fear of reduced purchasing power. This paper explores consumer perceptions of how the COVID-19 pandemic, the war in Ukraine, and a new currency have influenced consumer behavior, whether they have changed it, and to what extent. The research also examined how consumers’ negative perceptions can be mitigated by applying digital solutions. The second part of the paper presents empirical results collected through detailed research to complement the theoretical background with practical data.