Impact of COVID-19 on Food Consumption and Marketing: A Behavioral Model Perspective

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Author(s): Suja Ravindran Nair (Educe Micro Research, Bengaluru, India)
Copyright: 2022
Pages: 20
Source title: Handbook of Research on Emerging Business Models and the New World Economic Order
Source Author(s)/Editor(s): Jose Manuel Saiz-Alvarez (Catholic University of Avila, Spain, & Catholic University of Santiago de Guayaquil, Ecuador)
DOI: 10.4018/978-1-7998-7689-2.ch004

Keywords: Business and Organizational Research / Business Science Reference / Knowledge Management and Library Science / Organizational Development

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Abstract

COVID-19 has greatly disrupted lives and affected buying behavior of individuals. Countries were forced to impose lockdowns, alongside the practices of wearing masks, social distancing and hygiene have become the ‘new normal'. This situation forced consumers to re-work shopping habits, modify food patterns, develop healthy eating and online shopping behavior. With multiple waves of COVID-19 engulfing countries, pandemic effects are here to stay, suggesting food marketers explore the continuity of healthy food consumption with futuristic behavioral intention. For this purpose, this study uses a behavioral model perspective built upon the theory of planned behavior. A general review of the literature on food choice behavior is used. The literature review shows an integrated framework indicating linkages between the antecedents, consumers' behaviors, and behavior intentions/consequences from a sustainable behavioral model perspective.

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Impact of COVID-19 on Food Consumption and Marketing: A Behavioral Model Perspective

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