Food consumption behavior in a health crisis: Application of the risk perception attitude framework during the COVID-19 pandemic

Abstract

Abstract This study examined consumers’ food consumption behavior related to COVID-19 infection prevention based on the risk perception attitude framework. It applied the risk perception attitude framework to classify consumers into four types based on K-cluster analysis. Further, it used data from the Consumer Behavior Survey for Food 2021 to examine the main and interaction effects of perceived risk and self-efficacy on food consumption behavior related to COVID-19 infection prevention. The results demonstrated that the main effect of self-efficacy significantly affected online purchase, eat-at-home, delivery service, and takeout service, but the main effect of perceived risk was statistically significant only for online purchases and eat-at-home. Further, the interaction effect between perceived risk and self-efficacy was statistically significant for delivery service and take-out services.