How Has the COVID-19 Pandemic Changed Urban Consumers' Ways of Buying Agricultural Products? Evidence from Shanghai, China.

Abstract

The COVID-19 pandemic has had a huge impact on people's consumption behavior and habits. This paper takes Shanghai, China as a case study and uses a questionnaire survey of urban residents in all districts in Shanghai from April to May in 2022. Herein, we empirically analyze the factors affecting shopping modes for agricultural products, describe how things have changed compared to before the outbreak of the pandemic, and explore the underlying mechanism. This paper can provide a policy reference for how to ensure the safety of people's food supply in the context of the COVID-19 pandemic. The results show that urban residents pay more attention to the basic attributes of agricultural products such as the quantity guarantee and health safety, and will adjust their consumption modes for agricultural products according to the needs of families and management. Compared with shopping malls and supermarkets, the quantity and quality assurance of community groups and e-commerce platforms can better meet the consumption situation of agricultural products during the pandemic period. The moderating effect of consumer commodity preference in the positive influence of safety evaluation on the transformation of shopping mode is significant. In general, online e-commerce platforms and community group buying have played a significant role in ensuring the acquisition of supplies needed by people during the COVID-19 pandemic. However, it remains to be determined whether the changes in the shopping modes for agricultural products of urban consumers brought by the current COVID-19 pandemic are long term or solidified.