Abstract
Shopping for food is a necessity that will continue to occur before the pandemic, during a pandemic, and post-pandemic. Pandemics that occur around the world also affect human behaviour, including food shopping behaviour. This study aims to analyze shopping behaviour and changes in shopping behaviour during a pandemic. Consumers prefer to choose online shopping in pandemic situations according to safety. Data were collected by interviewing 12 respondents from the generation of baby boomers, X, Y, and Z. The data were processed using a qualitative approach using N-Vivo software. Research results showed that there were differences in food shopping behaviour during the pandemic. This research suggests that the food industry pays attention to shopping behaviour change during a pandemic to change strategies to get opportunities in the market. Novelty in this study is the first cross-generational qualitative analysis of food shopping behaviour among Indonesian consumers.
Highlights
The The COVID-19 pandemic that occurred in the world affected personal behaviour and consumer behaviour [1]
Unlike other variables that were widely predicted and described in literature reviews, social motivation was found in the data collection stage to be a factor known to drive online food shopping behaviour
The results of this study found that purchasing power affects economic conditions
Summary
The The COVID-19 pandemic that occurred in the world affected personal behaviour and consumer behaviour [1]. Public health practices are promoted intensively, including in Indonesia. Examples of public health practices are hand washing, physical distancing, and extra cleanliness in public areas, including restaurants and supermarkets. With this policy, consumer behaviour in purchasing food products has changed. Food safety is an issue that is often discussed when a pandemic occurs [2]. Food safety does concern food ingredients and processing and packaging methods. Food safety factors during pandemics have encouraged many people worldwide to cook their food [3]
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