The Behavior of Dairy Consumers in Short Food Supply Chains during COVID-19 Pandemic in Suceava Area, Romania

Abstract

In Romania, there is an emerging market of dairy products delivered through short food supply chains. Although this distribution system has existed since the communist period, and even though more than three decades have passed since then, the market fails to be mature, subject to taxation, or achieve a high diversity in terms of dairy categories, with a consolidated marketing culture that has significant effects on the regional socio-economic environment. The aim of this study was to observe whether the Corona Virus Disease of 2019 (COVID-19) crisis has influenced consumer behavior regarding dairy products delivered directly from producers in Suceava County, Romania. The research is based on a survey conducted between April and May, 2020, and the analysis relies on both quantitative and qualitative methods (namely, anthropological and ethnographic). From the provided responses, it a change was observed in the future buying behavior on short food supply chains, in a positive sense. One of the key findings was that family represents the main environment for passing on the values that influence the buying behavior. Another key finding was that the behavioral changes on the short food supply chains exert pressure on their digital transformations.

Does COVID-19 Affect the Behavior of Buying Fresh Food? Evidence from Wuhan, China

“…During the COVID-19 pandemic, the option over 80% accounts for the largest proportion, with 52 respondents. More people shopped online during the COVID-19 pandemic, which is consistent with the results in Suceava County, Romania [ 7 ]. After the COVID-19 pandemic, more people tend to shop online for fresh food, and the number of people who chose the option over 10% has increased compared to before the COVID-19 breakout.…”

“…The COVID-19 pandemic has caused more people to buy fresh food online in Wuhan city, which is consistent with other countries [ 7 , 11 , 13 , 14 ]. The proportion of online purchases for fresh food is much higher than before and after the COVID-19 pandemic.…”

“…Similarly, Zhai et al argued that online experience has a positive effect on online shopping [ 58 ]. The COVID-19 pandemic has promoted more online shopping [ 7 , 8 , 13 ].…”

“…Questionnaire were designed based on the variables. The questionnaire survey can be conducted via the field, an interview, mailing it in, or online [ 7 , 14 , 48 , 49 , 50 , 51 ]. As Wuhan is still threatened by COVID-19, citizens should keep their distance from each other, therefore the survey could not be conducted through face-to-face interviews.…”

“…Even though COVID-19 can be transmitted from food [ 6 ], online shopping can reduce the possibility of being infected by COVID-19 without traveling. Shopping behavior during the COVID-19 pandemic has changed [ 7 ] and generally depends on fear [ 8 ]. This induced people to shop more online than before and the food reserve time extended from 3.37 to 7.37 days after the COVID-19 breakout [ 9 ].…”