Preface

Understanding consumer behavior is vital for businesses across the world. The COVID-19 pandemic has made tremendous changes not only in consumer behaviors but also in the use of digitalization. *A New Era of Consumer Behavior - In and Beyond the Pandemic* is an edited collection of twelve chapters that categorize and investigate consumer behavior during and beyond the pandemic from various perspectives, covering both theoretical aspects and practical research studies. There are three main sections: "Digital Shifts in Consumer Behavior", "Digitalization of Consumer Behavior in Tourism Sector" and "Consumer Protection and Sustainability".

> **Umut Ayman** Department of Public Relations and Advertising, Eastern Mediterranean University, Famagusta, North Cyprus

Section 1
