Does the COVID-19 Pandemic Change Consumers’ Food Consumption and Willingness-to-Pay? The Case of China
Open accessAbstract
Since COVID-19 was first detected in China in 2019, governments around the world have imposed strict measures to curb the spread of the coronavirus, which substantially impacted people’s life. Consumers’ food consumption behavior has also changed accordingly with reduced grocery shopping frequency, replaced in-person grocery shopping with online shopping, and increased valuation on food. In this paper, we aim to investigate the change in Chinese consumers’ food consumption and their willingness to pay (WTP) for vegetables and meat, using a dataset with 1206 online samples collected between February and March 2020. Consumers’ WTP for vegetables and meat is estimated using a double-bounded dichotomous contingent valuation design, and factors affecting their WTPs are also investigated. Results show that consumers have a higher WTP for these food products during the pandemic, and their WTP is positively affected by their anticipated duration of the COVID-19, their online shopping shares, their direct exposure to infected patients, their gender, and their income. These results imply that the food industry shall try to develop online market channels as consumers are willing to share the costs, while lower-income consumers may not be able to meet their food needs with prices increased beyond their WTP and thus may call for the government’s support.
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Health consciousness has emerged as a key driver of healthy food purchase decisions in the post-pandemic era.
“with heightened health consciousness emerging as a key driver of purchase decisions [1,2,3,4,5,6]”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [6]
The Empirical Results and Discussion section attributes higher willingness to pay for meat and vegetables during COVID-19 to uncertainty, travel restrictions, and concern about running out of food. The Conclusions likewise emphasize possible supply interruptions, prices, and panic. Searches for health consciousness, health awareness, and healthy-food purchasing found no passage establishing health consciousness as a driver of post-pandemic purchase decisions; the copy provides no page numbers. (LLM, conf=0.76)
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ANTICIPATED FOOD EXPENDITURE ACCORDING TO PERSONALITY TRAITS DURING THE COVID-19 PANDEMIC IN POLAND
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Background
- Authors
- Yue, W., Liu, N., Zheng, Q., & Wang, H. H.
- Affiliations
- Guizhou University (CN)
- University of Maine (US)
- Purdue University West Lafayette (US)
- Corresponding author
- Wang, H. Holly
- Venue
- Foods
- Publisher
- MDPI AG
- Published
- 2021-09-12
- Volume
- 10
- Issue
- 9
- Pages
- 2156
- ISSN
- 2304-8158 (ISSN-L)
- PMC
- PMC8470711
- OpenAlex
- W3200076785
- Cited by
- 25
- References
- 65
- Citations by year
- 2026: 1 · 2025: 6 · 2024: 5 · 2023: 7 · 2022: 5 · 2021: 1
- FWCI
- 3.44
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Foods (publishedVersion, cc-by)
- Europe PMC (PubMed Central) (publishedVersion, other-oa)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- Purdue e-Pubs (Purdue University System) (submittedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economics of Agriculture and Food Markets
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › COVID-19 Pandemic Impacts
- Keywords
- COVID-19 pandemic, food consumption behavior, willingness to pay, vegetables, meat, online grocery shopping, consumer income, gender differences
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