Evolving Consumer Behavior and the Culture of Trust in Times of Crisis

Abstract

This article explores the intersection between the evolution of consumer behavior and the culture of trust in financial institutions, focusing on the increase in complaints of unrecognized transactions processed by INDECOPI in Lambayeque, Peru, during the COVID-19 pandemic (2020-2023). It analyzes how crises can catalyze cultural changes in the perception of financial security and the use of digital platforms. This study uses an interdisciplinary approach, combining socioeconomic analysis with evolutionary theories on trust and adaptive behavior in contexts of uncertainty. In addition, the cultural implications of forced digitalization in Peruvian society and its effects on the interaction between consumers and suppliers are discussed.