Consumer Health Behavior and Business Adaptation of Thai Street Food Vendors Under the Covid-19 Pandemic: A Case Study of Street Food Vendors In Lower Northeastern Thailand

Abstract

Objective: Street food has been a Thai cultural experience valued by locals and visitors alike. The epidemic of covid-19 has affected the hospitality industry worldwide, including tiny and medium-sized enterprises (SME) eateries. Street food vendors unquestionably operate the least successful businesses among these food providers. The purpose of investigating the adaptation of street food vendors is to learn about new ways for small businesses to adjust regarding consumer health behavior (CHB) to survive under a crisis situation and discover new dimensions of business survival. Methods: This study questioned 400 street food vendors in the lower northeastern region of Thailand using a Likert scale questionnaire to collect data. Results: According to the findings of this study, the CHB influences the adoption of new business practices from the standpoint of consumers. Conclusion: This study's model is a substantial contribution to the corpus of knowledge. This study's practical consequences offer a path ahead for adopting a CHB-oriented street food company.