Consumer perceptions about food retail and services during the first wave of COVID-19 in Canada: An exploratory study

Abstract

During the first quarter of 2020, the global COVID-19 pandemic disrupted the lives of Canadians, changing the way they worked, studied, and shopped. In addition to restrictions on freedom of movement and gathering, there was confusion spread on social media platforms about points and rates of transmission. Inconsistent messaging from public health authorities and government representatives eroded public trust, despite the initially low rate of infection. This research was carried out through four cross-country surveys to explore the experience and perceptions about food retail and food service during the COVID-19 pandemic in Canada. Results suggest confusion and fear towards food provisioning. As well, telecommuting and adoption of online shopping tools drove consumer behaviour in food retail during the first wave of the pandemic. Our findings demonstrate a need for innovation in the food retailing and service sector.