THE CHANGES IN FOOD CONSUMPTION BEHAVIOR: A RAPID OBSERVATIONAL STUDY OF COVID-19 PANDEMIC

Abstract

Purpose of the Study: This study aims to identify food consumption behaviour at pre, during, and post-pandemic (possibility). Methodology: This study uses a quantitative-based descriptive study approach to explain changes in consumer consumption patterns. Sampling was done by using probability sampling techniques or by a simple random sampling method. Electronic-questionnaire distribution was carried out through the WhatsApp broadcast message application to which 75 respondents responded. Meanwhile, a simple quantitative analysis method is used to calculate several formulas, including mean value, frequency distribution, and percentage. Main Findings:  The results showed that health, social, and psychological factors influenced the respondent's food consumption behaviour. There are increasing organic food intentions and self-cooking trends. Besides, this study also shows an increasing awareness of the importance of aspects of health, quality, and food safety in choosing food. Implication/Applications: This research can be used as a theoretical reference, especially related to the factors that influence eating behaviour during a pandemic. Also, the results of this research can be used by culinary businesses to design strategies to survive the Covid-19 pandemic by adjusting products, innovating, and improving product quality based on consumer needs. The originality of the study: The paper is original, and this is the current study to examine the food consumption behavior of local communities in the pandemic issue.