The purpose of this chapter is to examine changes in the well-being of Russian consumers, caused by the COVID-19 pandemic. Building upon both micromarketing and macromarketing perspectives, the authors identify key topics in studies of consumer behavior during the worldwide spread of a novel and deadly coronavirus and examine changes in behaviors in relation to individual and community well-being in Russia. These topics are further examined using data collected during the outbreak of COVID-19 to compare changes in individual and community well-being across Russia, Brazil, China, India, and South Africa. Finally, the authors examine how Russian consumers adjust their behaviors during lockdown. The results shed light on changes to consumer behavior patterns caused by global pandemic in a transitional economy, with implications for health-and-well-being management in Russia and potentially other transitional economies distressed by future health crises.