Health emergency undertaken by the Ethiopian government to counteract the impact of the Covid-19 virus has been reflected in consumer behavior. The purpose of this study is identifying changes in consumer buying behavior and its effect on their purchase intention with the help of measurement of variables related to social influence, cultural value, and life style, psychological factors of motivation, perception and attitude of consumers in Dessie town during the pandemic. Data was collected in retail shops and surrounding area .Data were gathered From a total of valid 368 responses/consumers using convenient sampling method which was analyzed to obtain descriptive statistics, normality test, reliability test and comparing mean analysis and other analyses i.e. correlation analysis and multiple linear regressions. The Multiple Linier Regression Model was used to check the theoretical hypotheses. Considering the result indicated that intention to purchase was positively and significantly influenced by all the given variables, except a variable. Theoretically, this study supported the view of consumer behavior towards products that influence their behavioral intention during pandemic crisis. The findings proposed useful information to marketers to help them develop effective marketing strategies to convince consumers during pandemic or similar crisis. The researcher recommends that all factors are critical in influencing consumers purchase intention with COVID-19 virus context so that all concerned parties about the factors should give a due emphasis for all factors and social influence is the one with the highest effect.