Effects of perceived risk from COVID-19 on food-related behaviors: case study of Daegu, South Korea

Abstract

ABSTRACT This study examined the effect of COVID-19 risk perception on delivery-food purchasing, restaurant visit behaviors, and perception differences between genders. Data were collected from 1,119 participants in Daegu, South Korea. We conducted a structural equation multi-group analysis on male and female participants to examine consumer behavior in response to the risk perception caused by the COVID-19 pandemic. Greater physical, social, and uncertainty risks led to lesser restaurant visits and more delivery food purchase by people. The greater the extent to which males perceived physical and uncertainty risks, the less they visited restaurants; among females, physical risk and social risk had significant positive effects on delivery-food purchasing behavior. This study provides implications and suggestions not only for the current pandemic situation but also future pandemics. Moreover, recovery of the food service industry will increase employment opportunities and help sustainable economic growth.