Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context

Qi, Xin; Yu, Huaming; Ploeger, Angelika

doi:10.3390/ijerph17197106

Cited by 85 publications

(97 citation statements)

References 84 publications

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“…Many studies have explored the intention-behavior relation in the field of food, demonstrating that it is often moderated by several variables such as actual behavioral control, situational context and psychological variables (41)(42)(43). In particular, a recent study carried out in China (44) aiming at understanding the gap between intention to buy and actual consumption of sustainable food during COVID-19 crisis, has showed that high prices of green food, unavailability issues, mistrust issues, and limited knowledge moderated the relationship between intentions to consume sustainable food products and the real purchase. In line with this research, could be assumable that the discrepancy between the studies on intentions toward the consumption of sustainable food products and those based on real behavioral data could be explained by the presence of some moderators related to COVID-19 crisis such as the unavailability of sustainable food products given by the scarcity of food resources during the pandemic.…”

Section: Discussionmentioning

confidence: 99%

The Impact of COVID-19 Outbreak in Italy on the Sustainable Food Consumption Intention From a “One Health” Perspective

2021

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Coronavirus disease (COVID-19) is a transmissible illness that was recognized in December 2019 and World Health Organization (WHO) stated a pandemic on 11 March 2020. As no cure has been developed for COVID-19 disease yet, Italy has adopted restrictive measures to avoid the spread of the virus, causing different psychological reactions (e.g., stress, anxiety) that lead people to change lifestyle and in particular the consumer orientation toward food. In addition, the COVID-19 emergency had also affected the Italian economy, causing an 11.3% decrease in GDP (gross domestic product). All these changes gave rise to a sense of instability, but it is known that new possibilities may arise in these situations. In particular, the pandemic could be the turning point to make consumers aware of the close link between human health and the ecosystems, supporting the “One Health” perspective and enhancing the orientation to consumer sustainable food products. However, little is known about how the psychological reactions to COVID-19 emergency have affected the consumers' intention to purchase sustainable food products. In order to answer these questions, a representative sample of 1,004 Italian citizens, extracted by stratified sampling, answered an online survey between May the 12th and 18th 2020. The data were analyzed using ANOVA and contingency tables. The results show that during phase one of COVID-19 disease about 30% of the sample reported that have frequently (often and always) consumed the certified sustainable food products and about 20% of the sample have intention to increase the consumption of them in the next 6 months, percentages that increase among those who feel more vulnerable regarding the risk contagion. Moreover, the psychological impact of the COVID-19 emergency has led to a change in consumers' attitudes, increasing the interest in animal and environmental issues and in human health. These aspects seem to drive the future intention of purchasing sustainable food products. This research highlights how the psychological reactions to the health emergency have changed the consumers' attitudes toward sustainability issues, leading them to follow a more sustainable diet that is recognized as a way to preserve human health, environmental preservation, and animal welfare for present and future generations.

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Section: Discussionmentioning

confidence: 99%

The Impact of COVID-19 Outbreak in Italy on the Sustainable Food Consumption Intention From a “One Health” Perspective

2021

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“…Previous studies found that food safety is an important predictor of the attitude of consumers when living abroad (Nevin and Ece, 2012;Lee et al, 2017). Employing TPB as a theoretical basis, food safety was recognized as an important precursor of attitude (Wu et al, 2016;Qi et al, 2020). Based on an extensive literature review, since the emergence of COVID-19, none of the studies in the field of the food preferences of sojourners have examined the associations among food safety, ATT, SN, and PBC.…”

Section: Aims and Hypothesismentioning

confidence: 99%

Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

et al. 2021

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The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

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“…However, there is evidence that the COVID-19 pandemic is caused by the virus crossing the species barrier as a result of overexpansion of human activity and commercialization of wildlife [ 5 ]. Therefore, nature’s revenge caused by environmental destruction and wildlife consumption is forcing people to reconsider their values or behaviors [ 6 ]. Recent research has shown that public perceptions and behavior patterns are altering in a safer, healthier, and greener direction during the COVID-19 pandemic [ 7 , 8 ].…”

Section: Introductionmentioning

confidence: 99%

The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China

Sun

Guo

et al. 2021

IJERPH

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The association between changes in public sentiment induced by COVID-19 and green consumption behavior has not been studied deeply. This study proposes that the awe induced by the COVID-19 pandemic can have both negative and positive aspects, aiming to psychologically reveal why the pandemic is affecting green consumer behavior and explore potential pathways for differentiation. Research data were derived from Wuhan, China, and analyzed using experimental method. This study finds that awe of COVID-19 positively affects green consumption behavior. Specifically, due to fear, anxiety, and powerlessness, individuals with negative awe of COVID-19 instinctively need to respond to risk and pay more attention to their own safety and interests, so as to promote green consumption. However, positive awe of COVID-19 involves higher levels of cognition, such as admiration, inspiration, and optimism. It inspires a commitment to prioritize nature and social groups, and promotes green consumption behavior. As conclusions, different types of awe can be induced from public health emergencies like COVID-19 and have their own specific paths to effect green consumption behavior. These findings could help governments and marketers build future policies and strategies to reasonably guide public sentiment in order to better promote green consumption in this epidemic.

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Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context

Cited by 85 publications

References 84 publications

The Impact of COVID-19 Outbreak in Italy on the Sustainable Food Consumption Intention From a “One Health” Perspective

The Impact of COVID-19 Outbreak in Italy on the Sustainable Food Consumption Intention From a “One Health” Perspective

Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China

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