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The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak

The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak

Li, Junxiong, Hallsworth, Alan G. and Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X (2020) The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak. Tijdschrift voor Economische en Sociale Geografie. ISSN 0040-747X (Print), 1467-9663 (Online) (In Press) (doi:https://doi.org/10.1111/tesg.12420)

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Abstract

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, whilst 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.

Item Type: Article
Uncontrolled Keywords: Retail; consumer behaviour; crisis response; COVID-19; coronavirus; China.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Related URLs:
Last Modified: 14 Jun 2020 22:29
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/28002

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