The past year has changed consumer behavior and accelerated the transition of society into a «digital» context. Forced to stay at home, consumers are increasingly resorting to online solutions, including online banking, food delivery apps, online shopping, telemedicine and more. This work is the starting point of a broader research path on this topic. Thus, at this level of analysis, the main results are as follows:
- identification, through the analysis of reference literature, of the main research approaches to consumer behavior in general and the main criteria characterizing its theoretical aspects;
- identification of specific literature on the topic of consumer behavior in a digital society;
- a brief overview of consumer behavior research, first highlighting the main stages from a chronological point of view, and then providing a brief picture of the current situation in the digital world.