Consumer Behaviour in Sourcing Meals during COVID-19: Implications for Business and Marketing

Abstract

The subject of this study is consumer behaviour in sourcing meals and the manifestation of different behavioural patterns before and during the COVID-19 pandemic. The natural experiment, which COVID-19 represents, provides fertile ground for studying consumer behaviour and identifying important factors influencing consumer attitudes in sourcing meals and accessing food. To achieve its aim, this study draws from theories of social psychology and economics as a background for understanding the factors and processes affecting attitudes. Using survey data and qualitative and quantitative analysis the study established that the attitudes of sourcing meals remained quite stable since the COVID-19 pandemic began. Contemporary consumer experiences are primarily associated with health and safety concerns and are conditional on financial affordability. Nevertheless, advertisements and marketing campaigns remain an important factor during COVID-19. Social media platforms have grown in importance as a channel through which consumers can be reached for their food access behaviours.