Kalamazoo Times

Two Western Michigan University marketing researchers are investigating how the COVID-19 pandemic has influenced food consumption behavior, aiming to provide insights that could aid communities and companies in emergency management.

Dr. Ann Veeck, professor and acting chair in the Department of Marketing, and Dr. Hu Xie, assistant professor of marketing, conducted a survey in China from February 15 to February 23, during a period when the virus was rapidly spreading. Their study focused on food shopping, preparation, consumption behavior, and coping mechanisms during a widespread epidemic.

With support from Chinese colleagues and the Haworth College of Business Food Industry Research and Education Center, Veeck and Xie carried out an online household survey. The survey included questions about coping strategies, emotions, knowledge of the coronavirus, health management, demographics, and food-related activities. Responses were collected from over 1,000 households across China with oversampling in Beijing and Jilin, Fujian, and Hubei Provinces.

Preliminary findings indicate that people increased online ordering and delivery of food to minimize human contact. Some respondents used online food services for the first time due to shortages at major retailers like TMall.com and JD.com. Local entrepreneurs often filled these gaps using social media platforms such as WeChat.

A 44-year-old man from Fujian Province commented: “Before, we mainly bought vegetables and fruits at the market in person. Since the epidemic, we have been buying them through local online businesses.” A 39-year-old woman from Beijing added: “Basically, I just drive directly to a large supermarket to buy food and then go home quickly.”

The survey revealed that 58.6% of households stocked up on essential items such as rice, flour, instant noodles, frozen dumplings, and bottled water. Many respondents also reported improving their diet's healthiness to boost immunity.

A 33-year-old woman from Hubei Province noted: “We’re eating healthier food with fewer snacks because we want to stay healthy. Plus snacks are difficult to buy.” The study found that individuals who felt they had control over their health were more likely to consume healthy foods while those attributing health to luck reported increased consumption of junk food.

Veeck and Xie's research provides valuable insights for manufacturers and retailers during epidemics:

- Goods in demand include pasta, canned foods, cleaning products, and paper goods.

- Retailers should reorganize stores for quick selection of high-demand items.

- Flexible delivery systems must be established by both local entrepreneurs and larger retailers.

Future investigations by Veeck and Xie will explore whether market alternatives for ordering food endure post-crisis if consumer preferences change permanently or if hoarding behaviors persist after normalcy returns.

“With widespread epidemics like this one... there are severe health economic social consequences,” says Veeck. “Many experts believe similar pandemics are inevitable in the future.”

Xie emphasizes exploring psychological motivations behind food consumption during crises: “This study may shed light on... what coping strategies best allow consumers to adapt.”

Their ongoing research aims to assist decision-makers globally as they face similar challenges with COVID-19 spread.

For more WMU News updates visit WMU News online.