The aim of the present study is how the Romanian population, professionally active, reacts in the post-pandemic period to the use of online shopping applications to build and develop an optimal level of personal balance.The pandemic situation has affected work-life balance. When working remotely, employees tend to ignore working hours because it is difficult to distinguish between working hours and time off, which can lead to a deterioration in the psycho-emotional state of individuals and increased tension. The pandemic situation has also led to a restructuring of consumption behavior, including the way purchases are made.The development of technology in the last decade and the COVID-19 pandemic have led to changes in shopping, changes that people perceive differently and can be seen on the level of conscientiousness and the degree of personal balance. This study aims to analyze (1) gender differences on the level of balance between professional and private life of the Romanian consumer, (2) gender differences on the level of conscientiousness of the Romanian consumer during shopping (3) the relationship between professional life and private life and conscientiousness regarding the Romanian consumer. The current study analyzed part of a larger project that is ongoing. The target population was students and employees who live and work in various geographical areas of Romania.

work-life balance, conscientiousness, consumer profile