Consumer Behavior on Healthy Food in Covid-19: Evidence from Vietnam

Abstract

Purpose: This article analyzes the factors influencing consumers' behavior toward healthy food during the COVID-19 period in Vietnam.   Design/methodology/approach: Healthy food is increasingly crucial in customers' awareness and purchasing behavior.  During the COVID-19 crisis, people were more aware of maintaining good health. The study assessed people's shopping behavior, specifically the decision to purchase healthy food during the COVID-19 period. The study was conducted with 368 consumers who regularly purchase healthy foods online and offline in Hanoi, Vietnam.   Findings: The findings reveal that ease of purchase, fear of COVID-19, and purchasing experience positively impact customers' purchase decisions; meanwhile, the overall risk negatively impacts customers' purchase decisions in Hanoi.   Research, Practical & Social Implications: From these results, the retailers and companies can propose sales and marketing plans to expand the market for retail supermarkets, healthy food stores, and restaurants to those who use healthy food after any severe pandemic in the future.   Originality/value: There is a shortage of research on healthy food during COVID-19 in emerging countries like Vietnam. This is expected to shift consumer preferences dramatically during the pandemic. People consider more healthy food because of hectic lifestyles and to reduce pandemic effects. Therefore, this research sheds light on customers' purchase decisions on healthy food and the significant factors affecting the purchase decisions under COVID-19 in Vietnam.