Short-Term Effects of the COVID-19 Outbreak on Consumer Perceptions of Local Food Consumption and the Local Agri-Food Sector in Austria

Abstract

Disruptions in agri-food systems caused by crises, such as the COVID-19-pandemic, reveal the vulnerability of global food supply chains. Such crises might consequently impact consumer perceptions about the relevance of local food production and consumption. In this light, this study aims to (i) identify whether the COVID-19 outbreak led to short-term changes in perceptions about local food consumption and (ii) capture how the role of local agri-food systems is perceived in times of crisis. For the first purpose, this study analyzes two waves of survey data collected from an Austrian sample (n = 351) to compare pre-and post-COVID-19 levels of consumer values, beliefs, and attitudes towards local food. For the second purpose, the paper assesses consumer perceptions about the reliability and resilience of the local agri-food sector in response to the COVID-19 outbreak. The results reveal that while consumer perceptions driving local food consumption at an early phase of the pandemic remained stable at large, the perceived relevance of the local agri-food sector attenuated. Consumers showed strong beliefs in the local agriculture as a reliable and trustworthy partner during the pandemic guaranteeing food supply security. Based on these findings, the paper discusses how these insights into consumer perceptions in response to macro-level disruptions might help to better understand short-term demand-side implications of other forms of external crises affecting local food production and supply. Finally, the paper provides recommendations for practitioners and avenues for future research to determine implications from a long-term perspective.

Back to Locality? Demand Potential Analysis for Short Food Supply Chains

“…It is worth noting that these findings may contribute to the global knowledge on this subject matter, providing new evidence confirming the importance of behavioral, cultural, or institutional factors in shaping the development of short food supply chains. As in the studies by Wallnoefer and Riefler [ 48 ], Berg and Preston [ 49 ], Campbell et al [ 36 ], Feldmann and Hamm [ 39 ], and Bazzani et al [ 1 ], the presented results confirm the respondents’ belief that local agriculture is a reliable and trustworthy partner, drawing on local tradition and guaranteeing security in turbulent times. In addition, the role of behavioral factors looks similar to the one presented in the studies by Migliore et al [ 46 ] and Giampietri et al [ 47 ].…”

“…Therefore, apart from the group of consumers who approach local food presenting a rational distance (local does not have to be better) [ 45 ], there is a clearly distinguishable sphere of the market being subject to behavioral factors [ 46 , 47 ]. This is manifested in a strong belief that local agriculture is a reliable and trustworthy partner, drawing on local tradition and ensuring security in turbulent times [ 1 , 39 , 48 , 49 ].…”

Effect of perception of sustainability in local food experiences on healthy eating tendency: mediator and moderator effects

“…Local food is thought to help local economies and has a smaller social carbon footprint than food produced in a traditional manner, making it healthier and more environmentally friendly ( 133 ). Even with traumatic events that threaten global health – such as the COVID-19 pandemic – consumer trust in local food based on health and sustainability has not been shaken ( 134 ). Individuals who prefer restaurants offering locally produced food have higher sustainability and healthy eating tendencies than those who prefer fast food ( 135 ).…”