2021
DOI: 10.1002/agr.21690
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Food consumption and stigmatization under COVID‐19: Evidence from Chinese consumers’ aversion to Wuhan hot instant noodles

Abstract: Pandemics often lead to food stigma, and the coronavirus disease 2019 (COVID‐19) pandemic provides some evidence to this belief. Mitigating food stigma during the pandemic is vital for consumption replenishment and economic recovery and helping the stigmatized people. We conduct an empirical study to examine consumer behaviors using Wuhan hot instant noodles (WHINs), a packaged version of the famous Chinese dish reganmian, as a case study. Although WHIN's name and origin signify Wuhan, the epicenter of the pan… Show more

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Cited by 11 publications
(7 citation statements)
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References 18 publications
(30 reference statements)
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“…Since it was generally believed at the beginning that the pandemic would last for two months, which would cause great inconvenience in the food distribution system, consumers raised their willingness to pay for the necessities as a rational decision. This was consistent with other studies documenting consumers’ behavior patterns during the COVID-19 pandemic [ 2 , 39 , 40 , 41 ]. Consumers’ behavior patterns during the COVID-19 pandemic can be divided into three stages: reacting, coping, and longer-term adapting [ 39 ].…”
Section: Empirical Results and Discussionsupporting
confidence: 93%
“…Since it was generally believed at the beginning that the pandemic would last for two months, which would cause great inconvenience in the food distribution system, consumers raised their willingness to pay for the necessities as a rational decision. This was consistent with other studies documenting consumers’ behavior patterns during the COVID-19 pandemic [ 2 , 39 , 40 , 41 ]. Consumers’ behavior patterns during the COVID-19 pandemic can be divided into three stages: reacting, coping, and longer-term adapting [ 39 ].…”
Section: Empirical Results and Discussionsupporting
confidence: 93%
“…Therefore, consumers would like to pay more for rice with a claim of safe heavy metal levels compared with rice without such a claim. In addition, although there is no difference in heavy metal content between remediated and uncontaminated soils, consumers may fear new technology or stigmatize of rice produced from remediated soils due to lack of cognition [ 34 , 35 ]. Based on the above discussion, we have the following two hypotheses:…”
Section: Hypotheses and Methodologymentioning
confidence: 99%
“…( 2) Employment and business operations were confronted with severe challenges. Global pandemic prevention and control led to an "oppressed consumption disaster", and Wuhan's GDP showed negative growth in the first quarter of 2020, especially for the three demand categories of domestic consumption, capital investment, and imports and exports, which declined by more than 30% (31,32).…”
Section: Urban Economymentioning
confidence: 99%