Objective:

To explore the key factors in the changes in consumption in men and women, in Mexico, Ecuador and Colombia, due to the situation of isolation caused by COVID 19.

Materials and methods:

The proposed model based on Structural Models (SEM) is tested from quantitative research with a sample of 2,065 online consumers. The following statistical analyzes were performed: CFA, invariance of measurement instruments and multigroup analysis with Smart Pls 3 and EQS 6.3 software.

Results:

The study reveals that the time, space and place in the consumption process is more visible in the buying behavior with social distancing, healthy distance and commercial restriction caused by the health contingency. In addition to being a health -and humanitarian- crisis, the pandemic has serious economic consequences around the world such as unemployment, collapsed health systems, education overwhelmed by technology, interrupted supplies, suspended international and domestic tourism, restricted social coexistence and declining demand. in consumption.

Conclusions:

Despite being Latin American countries, differences were found in the priority of consumption and that being a man or a woman, in times of crisis, shopping behaviors do not change significantly and all have adapted to online and home purchases. The article presents several considerations on the main factors of consumption in times of Covid-19 in an individualistic country (Mx) and does not find substantial differences with consumers in a collectivist country (Co and Ec). Practical implications are made for companies to adopt online channels and create sales strategies in the face of the endemic pandemic that is being experienced.

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