Online Shopping Behavior among Food Consumers during Pandemic: a Cross Generation Study

Abstract

Shopping for food is a necessity that will continue to occur before the pandemic, during a pandemic, and post-pandemic. Pandemics that occur around the world also affect human behaviour, including food shopping behaviour. This study aims to analyze shopping behaviour and changes in shopping behaviour during a pandemic. Consumers prefer to choose online shopping in pandemic situations according to safety. Data were collected by interviewing 12 respondents from the generation of baby boomers, X, Y, and Z. The data were processed using a qualitative approach using N-Vivo software. Research results showed that there were differences in food shopping behaviour during the pandemic. This research suggests that the food industry pays attention to shopping behaviour change during a pandemic to change strategies to get opportunities in the market. Novelty in this study is the first cross-generational qualitative analysis of food shopping behaviour among Indonesian consumers.

Examination Of Generations' Online Shopping Preferences During Covid-19

“…Data collected by Puspita et al (2021) demonstrate that the baby boomer generation does not prefer online shopping for food because of some concerns about the process of food that can cause possible spread of coronavirus. For instance, according to an interview made by Puspita et al (2021), a man from the baby boomer generation says that "I was preferring online shopping especially for food before Covid-19 but after the pandemic, I prefer to cook myself". By contrast, Dailey (2021) reports that customers older than 65 started to prefer online shopping compared to previous years with nearly 50% increase and their rate of purchasing frequency rose to 40%.…”

Online buying and selling with Salam Contract in the consumption behavior of millennial youth

“…Internet use is increasingly popular in the eyes of the millennial generation, including teenagers. Although empirically, online purchases are also made by other generations (Puspita et al, 2021). Adolescents are part of society who are very close to the problem of access to information and the world of the internet.…”