The same only different? How a pandemic shapes consumer organic food purchasing

Area of Science:

• Consumer Behavior
• Food Science
• Public Health

Background:

• Organic food consumption is promoted for environmental and health benefits.
• Limited research exists on how external factors like pandemics influence organic food purchasing decisions.
• Understanding these influences is crucial for public health and environmental policy.

Purpose of the Study:

• To investigate the impact of a pandemic on consumer purchasing of organic food.
• To determine if pandemics affect consumer quality, health, and environmental consciousness related to organic food.
• To explore how socioeconomic factors moderate the relationship between pandemics and organic food purchasing.

Main Methods:

• Structural equation modeling was used to analyze data from 429 German consumers.
• Data was collected at two time points: before and during the first wave of the COVID-19 pandemic.
• Consumer consciousness (quality, health, environmental) and purchasing behavior were assessed.

Main Results:

• Pandemics positively influenced consumer quality and health consciousness, leading to increased organic food purchases.
• Pandemics did not significantly affect consumer environmental consciousness.
• Income was a significant moderator; pandemics enhanced health consciousness primarily among lower-income consumers.

Conclusions:

• Pandemics can drive organic food consumption through heightened health and quality concerns, particularly for lower-income groups.
• Environmental consciousness appears less affected by pandemic-related shifts in consumer priorities.
• Findings offer insights for targeted marketing and policy interventions in the organic food sector.