Food Purchase Behavior during The First Wave of COVID-19: The Case of Hungary

Tamás Madarász, Enikő Kontor, Emese Antal, Gyula Kasza, Dávid Szakos and Zoltán Szakály
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Tamás Madarász: Institute of Sports Economics and Management, Faculty of Economics and Business, University of Debrecen, Böszörményi Street 138, H-4032 Debrecen, Hungary
Enikő Kontor: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, Böszörményi Street 138, H-4032 Debrecen, Hungary
Emese Antal: Hungarian Platform of Diet, Physical Activity and Health, Andrássy Street 61, H-1062 Budapest, Hungary
Gyula Kasza: National Food Chain Safety Office, Kitaibel Pál Street 1, H-1024 Budapest, Hungary
Dávid Szakos: National Food Chain Safety Office, Kitaibel Pál Street 1, H-1024 Budapest, Hungary
Zoltán Szakály: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, Böszörményi Street 138, H-4032 Debrecen, Hungary

IJERPH, 2022, vol. 19, issue 2, 1-16

Abstract: Coronavirus disease (SARSCoV-2) appeared in 2019 was confirmed as pandemic by the WHO on 11 March 2020. Stay-at-home order had an impact on consumers’ food purchase habits, as people around the world were able to leave their homes solely in extremely severe or urgent cases. In our research, we delve into the impact of COVID-19 pandemic on consumers’ food purchase habits. The research involved 3000 consumers during the first wave of coronavirus. The sample represents the Hungarian population by gender and age. To achieve the research goals, we applied multivariate statistical tools. The findings suggest that the pandemic could not change consumer attitude significantly, but the order of factors influencing purchases changed. Consumer motivation factors were organized into four well-distinguished factors: Healthy, domestic, and environmentally friendly choice; Usual taste and quality; Reasonable price; Shelf life. Due to the lack of outstanding data during segmentation, we developed four segments by hierarchical cluster analysis: Health- and environment-conscious women; Price sensitive young people; Taste-oriented men; Quality-oriented intellectuals. The results confirm that food manufacturers and traders need to be prepared for further restrictions in the future.

Keywords: food purchase behavior; COVID-19; Hungary; pandemic (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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