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.