Does the pandemic effect still exist? A comparative analysis of online food services in India and Spain

Abstract

AbstractThe COVID‐19 pandemic appears to be winding down. But has its psychological effect of the pandemic also faded? This next stage remains uncertain, which needs to be explored further. This article aims to understand changing consumer attitudes in post‐pandemic times. In this regard, the present study conducts a cross‐country analysis to examine and compare the COVID‐19 fear appeals of consumers in India and Spain (if they still exist) that may have an influence on the future use (FU) and recommendation of online food services (OFS). The study integrates the concept of fear appeal, the theory of planned behaviour and cultural values to observe differences between Indian and Spanish consumers, in influencing their intention to use OFS. The findings confirm the importance of hygiene risk, with very low or no significance of perceived COVID‐19 risk on OFS usage in both countries.