Codá, Renato Calhau2026-04-142026-04-142026CURY, Cristiane Valerie Xavier. Do normal ao novo normal: comparação do comportamento de consumo pré e pós pandemia de COVID-19. Goiânia (GO), 2026. 103 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.https://repositorio.unialfa.com.br/handle/123456789/760The COVID-19 pandemic reshaped Brazilian consumer behavior, which led to the need for an in-depth analysis of its ramifications. This study aimed to analyze and compare these transformations across pre-pandemic periods, during the health crisis, and in the post-pandemic context. To this end, a Bibliometric Systematic Literature Review (B-SLR) was employed, rigorously following the PRISMA protocol (PAGE et al., 2021). The analysis was conducted with the aid of VOSviewer software, which allowed for the examination of national and international scientific production published between 2020 and 2025, mapping trends and gaps. The results point to a marked digital acceleration, which contributed to the consolidation of e-commerce and boosted the demand for integrated omnichannel experiences. A growing focus on market intelligence was observed, relevant for understanding the new dynamics. Furthermore, a redefinition of consumer priorities was identified, with consumers valuing aspects such as health, well-being, product and service sustainability, and corporate social responsibility. The research also highlighted psychosocial impacts, such as anxiety and the "consumer grief" phenomenon, and resulted in adaptations in sectors like tourism and delivery services. Legal, economic, and political issues, such as over-indebtedness and emergency aid, were equally addressed due to their social and economic relevance. These changes outlined a more demanding, conscious, and selective online consumer, prioritizing convenience, security, and efficiency. Such a scenario suggests the need for continuous strategic adaptation by companies to maintain their relevance in the current market. The analysis of clusters and authorship patterns, in turn, contributes to mapping existing expertise and identifying gaps in scientific production, guiding future academic investigations.ptComportamento de consumoPandemia COVID-19Digitalizaçã