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2020 ; 111
(3
): 574-583
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English Wikipedia
Changing Grocery Shopping Behaviours Among Chinese Consumers At The Outset Of The
COVID-19 Outbreak
#MMPMID32836486
Li J
; Hallsworth AG
; Coca-Stefaniak JA
Tijdschr Econ Soc Geogr
2020[Jul]; 111
(3
): 574-583
PMID32836486
show ga
This study focuses on the embryonic stages of the COVID-19 pandemic in China,
where most people affected opted to abide by the Chinese government's national
self-quarantine campaign. This resulted in major disruptions to one of the most
common market processes in retail: food retailing. The research adopts the theory
of planned behaviour to provide early empirical insights into changes in consumer
behaviour related to food purchases during the initial stages of the COVID-19
outbreak in China. Data from the online survey carried out suggest that the
outbreak triggered considerable levels of switching behaviours among customers,
with farmers' markets losing most of their customers, while local small
independent retailers experienced the highest levels of resilience in terms of
customer retention. This study suggests avenues for further scholarly research
and policy making related to the impact this behaviour may be having around the
world on society's more vulnerable groups, particularly the elderly.