Abstract
Background: The COVID-19 pandemic has impacted global food systems and consumer eating habits. The current study explores how country of origin and ethical status information impacts attitudes toward food. Methods: A within-subjects survey design explored how perceptions of food safety/risk, animal welfare, deliciousness, purchase intention, energy density, carbon footprint of three foods (chicken, pasta, apples) are influenced by country of origin and ethical status information (UK, EU, China, USA, Fairtrade, Organic). Data were collected from 701 UK-based participants using an online survey from the 25-30th March, following the UK lockdown (23rd March 2020). Results: Perceptions of food safety, animal welfare, purchase intention, deliciousness and carbon footprint are influenced by origin and ethical status information. Chicken from the USA and China is perceived to be higher risk and have lower animal welfare standards. Apples from the USA and China are perceived to be higher risk. Pasta from China is perceived to be higher risk. Energy density estimations are not influenced by origin and ethical status information. Conclusions: Consumer perceptions are influenced by country of origin and ethical information; foods from China are perceived least favourably, followed by foods from the USA; foods from the UK, EU, Organic or Fairtrade are perceived more favourably. The impact of origin and ethical information varies by food type with the perception of some foods appearing less susceptible to influence. These findings have implications for post COVID-19 (and post Brexit) food system, trade policy and public trust, and highlight the need for communication of food safety.
Highlights
The COVID-19 pandemic and lockdown has resulted in changes to global food systems and consumer eating habits, both what is being eaten and where meals are being eaten (Hubbub, 2020; Wall, 2020) Since lockdown, purchases of food and beverages have increased by 19%
The data indicate that consumer perceptions of all variables (food safety: H(6)=747.76 p
Though perceptions of food safety, animal welfare, purchase intention and taste were influenced, energy density was not, indicating that some attributes may be less susceptible to informational influence
Summary
The COVID-19 pandemic and lockdown has resulted in changes to global food systems and consumer eating habits, both what is being eaten and where meals are being eaten (Hubbub, 2020; Wall, 2020) Since lockdown, purchases of food and beverages have increased by 19%. Methods: A within-subjects survey design explored how perceptions of food safety/risk, animal welfare, deliciousness, purchase intention, energy density, carbon footprint of three foods (chicken, pasta, apples) are influenced by country of origin and ethical status information (UK, EU, China, USA, Fairtrade, Organic). Results: Perceptions of food safety, animal welfare, purchase intention, deliciousness and carbon footprint are influenced by origin and ethical status information. Conclusions: Consumer perceptions are influenced by country of origin and ethical information; foods from China are perceived least favourably, followed by foods from the USA; foods from the UK, EU, Organic or Fairtrade are perceived more favourably. The impact of origin and ethical information varies by food type with the perception of some foods appearing less susceptible to influence These findings have implications for post COVID-19 (and post Brexit) food system, trade policy and public trust, and highlight the need for Invited Reviewers version 1
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