Assessment of factors affecting Filipino consumers’ purchasing intent towards processed meat during COVID-19

Abstract

There is much to know about the impact of COVID-19 on purchasing patterns of processed meat. This study aimed to assess the factors affecting Filipino citizens' purchasing intent (PI) towards processed meat in Metro Manila. Theory of Planned Behavior (TPB) is used to investigate the fundamental factors influencing changes in food-related lifestyles caused by the pandemic. Research constructs and the intention to purchase processed meat were correlated. Two phases of the study were conducted using factor analysis (n = 150) and structural equation modeling (n = 300). Sustainable Food Choices (SFC), Consumer Attitudes (ATT), and Subjective Norms (SN), were shown to have the most impact on purchasing intent (PI) for processed meat at 5% significance (p < 0.05) based on full model and selective path diagrams, while shopping pattern shifts (SPH) only demonstrated statistical significance in the selective path diagram focusing on lifestyle changes. Model fit indices improved upon separating the TPB constructs from the Lifestyle Changes as both latent variables' effects on purchasing intent for processed meat were assessed. A majority of the fit indices demonstrated at least acceptable values. SFC negatively influenced PI, while ATT, SN, and SPH demonstrated a positive effect. In general, this research offers valuable insights into the impact of COVID-19 pandemic on consumer behavior concerning food and its potential influence on the likelihood of purchasing processed meat in the Philippines.