Eating habits and consumer food shopping behaviour during COVID-19 virus pandemic: insights from Serbia

Veljko Marinković · Jovana Lazarević

78 citations0/0 files storedBritish Food Journal

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COVID-19 Pandemic Impacts Nutrition, Health and Food Behavior Consumer behavior in food and health

Abstract

Purpose The COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus influence consumer eating habits and consequently, behaviour during shopping for food. Also, research tends to identify changes in consumer eating habits resulting from the current pandemic situation. Design/methodology/approach In total, 237 consumers from Serbia were online surveyed during November 2020. Starting from the methodology of the SOR model (Mehrabian and Russell, 1974), the questionnaire consists of seven-point Likert scale statements that measure risk perceptions and precautions as stimulus (S), eating habits as an organism (O) and food choice, precautions during shopping for food and food purchasing patterns as a response (S). Findings Research results confirm the difference in consumers' eating habits during and before a pandemic. Also, results indicate that perceived risk and precautions related to the COVID-19 virus have a statistically significant influence on consumers' eating habits which have changed during a pandemic, finally resulting in significant effects on consumers' food shopping behaviour. Research limitations/implications The main limitations of this study are observing only a few aspects related to COVID-19 virus pandemic and consumer food shopping behaviour, as well as measuring precautions, perceived risk and food shopping behaviour at one point in time besides the fact that pandemic situation constantly changes. Originality/value The study indicates that food manufacturers should pay attention to the consumers' eating habits and food shopping behaviour changes under the circumstances of COVID-19 virus pandemic. Identified changes can be used as opportunities to gain a competitive advantage on the market.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1990Structural Model Evaluation and Modification: An Interval Estimation Approach 2020Impact of Covid-19 on consumer behavior: Will the old habits return or die?2020Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach 2020COVID-19: potential effects on Chinese citizens’ lifestyle and travel 2016A SEM-neural network approach for predicting antecedents of m-commerce acceptance 1988A new, more powerful approach to multitrait-multimethod analyses: Application of second-order confirmatory factor analysis.

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