STOCKPILING IN A PANDEMIC: HOW COVID-19 HAS CHANGED CONSUMER’S FOOD PURCHASING BEHAVIOUR

Abstract

COVID-19 pandemic has been a massive disruption to the way of life and has forced people to adapt to new norms and changes in daily activities. The pandemic has also had a significant impact on consumer behaviour, particularly in the way people purchase food. One of the most notable changes observed is the rise in stockpiling behaviour where people are purchasing more food than they would normally need. Based on the literature review, three aspects were recognised as COVID-19 situational factors that could potentially impact consumers’ stockpiling behaviour, namely health and safety concerns, perception of current food product supply, and technological adaptation. To understand the impact of COVID-19 on consumers’ food stockpiling behaviour, this study was conducted among 400 Malaysian consumers through the distribution of questionnaires. The results found that all three factors had a positive and significant impact on consumer stockpiling behaviour. In particular, people became increasingly concerned about the pandemic and the potential for food shortages, and as they became more technologically savvy, they were more likely to purchase food products and stockpile them. This study provides valuable insights into how COVID-19 has affected consumer behaviour in relation to stockpiling food. It is a starting point for understanding how consumer behaviour has been impacted by the pandemic and how it can help shape future strategies for managing food supply and distribution. The findings of the study could be used to inform food supply chain management strategies, particularly in terms of consumer behaviour and demand for food products during the pandemic. Future research could aim to replicate the study in different locations and with larger sample sizes to further understand the impact of COVID-19 on consumer behaviour.