Abstract
The coronavirus disease (COVID‐19) outbreak has raised consumer concerns about health. By employing 306 online questionnaires, we identify COVID‐19's effect on online organic agriculture product consumption and rural health tourism intention based on stimulus‐organism‐response theory and event system theory by incorporating risk information disclosure of COVID‐19 as the moderating variable and health consciousness and risk perception as the mediating variables. These findings suggest that considering the impact of COVID‐19 can help focus the production and online sales of organic agricultural products, the establishment and improvement of rural health facilities, and the marketing of rural health tourism.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
