Are Local Product Consumption Habits Influenced by Extreme Situations? A Case Study of Wine During the COVID-19 Pandemic

Abstract

This work looks into the effects that extreme situations have on the consumption of local products. The COVID-19 pandemic has led to significant changes in consumer behavior where food and especially local produce are concerned. To explain these changes, we used the Goal-Framing Theory as an overarching framework for other approaches such as the Theory of Planned Behavior and the ABC Model, including the effect of consumer resilience to adversity. The research applied to local wine and involved a sample of 762 consumers from the Canary Islands. The hypotheses were tested using the PLS structural equation technique. The main results confirm that there is a change in behavior toward greater consumption of local wine due to the impact of said pandemic, mainly motivated by consumer resilience to adversity and attitude toward the local product, also influencing the personal norm.