Due to the multiple interdependences emerged from the coalescence among consumer
behaviour, economic and human behaviour, the vast interest in the study of consumer behaviour has
led to important developments, the field being permanently enriched with new contributions. Nowadays
consumer behaviour is interpreted not solely through the act of buying, but also as far as its impact on
our lives, on the way we perceive our own image and ultimately on our state of being is concerned. At
present, the world economy is affected by the global crisis which has left its mark on the lives of
consumers almost in all markets of the world. The obvious effects and their constant mediatisation
emphasize the impact of the crisis and add to the already installed state of uncertainty. The current
context shaped by the economic crisis is remodelling mentalities and re-lays the foundation for a new
conceptual model of determinants of consumer behaviour, thus favouring the advent of a new type of
consumer – more conscious, more rational and more attentive. However, bearing in mind that these
new consumers were forced to emerge due to an unfavourable economic context, there raises the
question whether the new consumers, given the opportunity by the improvement of the economic
conditions, would go back to their past habits, or is this a lasting change in their behaviour? This paper
is aimed therefore at presenting the current frame of consumer behaviour manifestation and the main
influences considered to have an impact on consumer behaviour during the historical development of
the field, at describing several tendencies in consumer behaviour determined by the present context and
offer a perspective on whether these changes and transformations in consumer behaviour moulded by
the present economic and social context are lasting or are merely the transient effects of a malevolent
conjuncture