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

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.