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Impact of COVID-19 on Food Consumption and Marketing

COVID-19 has greatly disrupted lives and affected buying behavior of individuals. Countries were forced to impose lockdowns, alongside the practices of wearing masks, social distancing and hygiene have become the ‘new normal'. This situation forced consumers to re-work shopping habits, modify food patterns, develop healthy eating and online shopping behavior. With multiple waves of COVID-19 engulfing countries, pandemic effects are here to stay, suggesting food marketers explore the continuity of healthy food consumption with futuristic behavioral intention. For this purpose, this study uses a behavioral model perspective built upon the theory of planned behavior. A general review of the literature on food choice behavior is used. The literature review shows an integrated framework indicating linkages between the antecedents, consumers' behaviors, and behavior intentions/consequences from a sustainable behavioral model perspective.