Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan

doi:10.3390/ijerph18062846

. 2021 Mar 11;18(6):2846.

doi: 10.3390/ijerph18062846.

Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan

Muhammad Zeeshan Zafar¹, Adnan Maqbool², Lucian-Ionel Cioca^{3

4}, Syed Ghulam Meran Shah⁵, Shahjahan Masud⁵

Affiliations

¹ Faculty of Management Sciences, University of Central Punjab, Lahore 54100, Pakistan.
² Department of Management Sciences, Khwaja Fareed University of Engineering and Information Technology, Rahim YarKhan 64200, Pakistan.
³ Department of Industrial Engineering and Management, Faculty of Engineering, Lucian Blaga University of Sibiu, Bd. Victoriei No. 10, 550024 Sibiu, Romania.
⁴ Academy of Romanian Scientists, 3 Ilfov Street, Sector 5, 010071 Bucharest, Romania.
⁵ School of Business Administration, South Western University of Finance and Economics, Chengdu 611130, China.

PMID: 33799559
PMCID: PMC8001789
DOI: 10.3390/ijerph18062846

Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan

Muhammad Zeeshan Zafar et al. Int J Environ Res Public Health. 2021.

. 2021 Mar 11;18(6):2846.

doi: 10.3390/ijerph18062846.

Authors

Muhammad Zeeshan Zafar¹, Adnan Maqbool², Lucian-Ionel Cioca^{3

4}, Syed Ghulam Meran Shah⁵, Shahjahan Masud⁵

Affiliations

¹ Faculty of Management Sciences, University of Central Punjab, Lahore 54100, Pakistan.
² Department of Management Sciences, Khwaja Fareed University of Engineering and Information Technology, Rahim YarKhan 64200, Pakistan.
³ Department of Industrial Engineering and Management, Faculty of Engineering, Lucian Blaga University of Sibiu, Bd. Victoriei No. 10, 550024 Sibiu, Romania.
⁴ Academy of Romanian Scientists, 3 Ilfov Street, Sector 5, 010071 Bucharest, Romania.
⁵ School of Business Administration, South Western University of Finance and Economics, Chengdu 611130, China.

PMID: 33799559
PMCID: PMC8001789
DOI: 10.3390/ijerph18062846

Abstract

This study contemplates the factors that influence consumer intention, before and during the eruption of COVID-19, for the selection of healthy packaged food in Pakistan. The extant studies have identified two distinct attitudes of consumers about food label information: one is its usefulness and the second elucidates the avoidance. Hence forth, the current study contributes to the extant literature while signifying both reasons which motivate consumers to read food labels and reasons which discourage consumers from consult food labels at the point of purchase. Moreover, the impact of subjective norms and self-efficacy for healthy packaged food intentions has also been examined for both before the emergence of COVID-19 and during the spread of COVID-19. The underpinning of the proposed model has been justified by the behavioral reasoning theory. The cross-sectional data of 14,455 students has was collected from 10 universities through Microsoft Teams and Zoom. AMOS 21 was employed for the final analysis. The results indicate that before COVID-19 the subjective norms and self-efficacy were not the stimulating factors for the selection of healthy packaged food. On the contrary, during the COVID-19 outbreak, the subjective norms and self-efficacy divulged a significant effect. Moreover, the reasons to consult food labels are positively significant whereas the reasons to avoid food labels have negatively affected the consumer, both before COVID-19 and during COVID-19 outbreak, while endorsing healthy packaged food. Conclusively, COVID-19 has been proved to be a deterrent for unhealthy packaged food lovers while being a blessing for healthy packaged food.

Keywords: COVID-19; attitude; intention; self-efficacy; subjective norms.

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Conflict of interest statement

The authors declare no conflict of interest.

Figures

**Figure 1**
Healthy Packaged food intention in COVID-19.

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References

1. Food and Agriculture Organization of the United Nations Maintaining a Healthy Diet during the COVID-19 Pandemic. [(accessed on 27 March 2020)]; Available online: http://www.fao.org/3/ca8380en/CA8380EN.pdf.
1. Muscogiuri G., Barrea L., Savastano S., Colao A. Nutritional recommendations for CoVID-19 quarantine. Eur. J. Clin. Nutr. 2020;74:850–851. doi: 10.1038/s41430-020-0635-2. - DOI - PMC - PubMed
1. Poelman M.P., Gillebaart M., Schlinkert C., Dijkstra S.C., Derksen E., Mensink F., Hermans R.C., Aardening P., de Ridder D., de Vet E. Eating behavior and food purchases during the COVID-19 lockdown: A cross-sectional study among adults in the Netherlands. Appetite. 2020;157:105002. doi: 10.1016/j.appet.2020.105002. - DOI - PMC - PubMed
1. Food Safety and Coronavirus Disease 2019 (COVID-19) Centers for Disease Control and Prevention Website. [(accessed on 11 May 2020)]; Available online: https://www.cdc.gov/foodsafety/newsletter/food-safetyand-Coronavirus.html.
1. de Faria Coelho-Ravagnani C., Corgosinho F.C., Sanches F.L., Prado C.M., Laviano A., Mota J.F. Dietary recommendations during the COVID-19 pandemic. Nutr. Rev. 2020 doi: 10.1093/nutrit/nuaa067. - DOI - PMC - PubMed

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[1] Food and Agriculture Organization of the United Nations Maintaining a Healthy Diet during the COVID-19 Pandemic. [(accessed on 27 March 2020)]; Available online: http://www.fao.org/3/ca8380en/CA8380EN.pdf.

[2] Food and Agriculture Organization of the United Nations Maintaining a Healthy Diet during the COVID-19 Pandemic. [(accessed on 27 March 2020)]; Available online: http://www.fao.org/3/ca8380en/CA8380EN.pdf.

[3] Muscogiuri G., Barrea L., Savastano S., Colao A. Nutritional recommendations for CoVID-19 quarantine. Eur. J. Clin. Nutr. 2020;74:850–851. doi: 10.1038/s41430-020-0635-2. - DOI - PMC - PubMed

[4] Muscogiuri G., Barrea L., Savastano S., Colao A. Nutritional recommendations for CoVID-19 quarantine. Eur. J. Clin. Nutr. 2020;74:850–851. doi: 10.1038/s41430-020-0635-2. - DOI - PMC - PubMed

[5] Poelman M.P., Gillebaart M., Schlinkert C., Dijkstra S.C., Derksen E., Mensink F., Hermans R.C., Aardening P., de Ridder D., de Vet E. Eating behavior and food purchases during the COVID-19 lockdown: A cross-sectional study among adults in the Netherlands. Appetite. 2020;157:105002. doi: 10.1016/j.appet.2020.105002. - DOI - PMC - PubMed

[6] Poelman M.P., Gillebaart M., Schlinkert C., Dijkstra S.C., Derksen E., Mensink F., Hermans R.C., Aardening P., de Ridder D., de Vet E. Eating behavior and food purchases during the COVID-19 lockdown: A cross-sectional study among adults in the Netherlands. Appetite. 2020;157:105002. doi: 10.1016/j.appet.2020.105002. - DOI - PMC - PubMed

[7] Food Safety and Coronavirus Disease 2019 (COVID-19) Centers for Disease Control and Prevention Website. [(accessed on 11 May 2020)]; Available online: https://www.cdc.gov/foodsafety/newsletter/food-safetyand-Coronavirus.html.

[8] Food Safety and Coronavirus Disease 2019 (COVID-19) Centers for Disease Control and Prevention Website. [(accessed on 11 May 2020)]; Available online: https://www.cdc.gov/foodsafety/newsletter/food-safetyand-Coronavirus.html.

[9] de Faria Coelho-Ravagnani C., Corgosinho F.C., Sanches F.L., Prado C.M., Laviano A., Mota J.F. Dietary recommendations during the COVID-19 pandemic. Nutr. Rev. 2020 doi: 10.1093/nutrit/nuaa067. - DOI - PMC - PubMed

[10] de Faria Coelho-Ravagnani C., Corgosinho F.C., Sanches F.L., Prado C.M., Laviano A., Mota J.F. Dietary recommendations during the COVID-19 pandemic. Nutr. Rev. 2020 doi: 10.1093/nutrit/nuaa067. - DOI - PMC - PubMed

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Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan

Affiliations

Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan

Authors

Affiliations

Abstract

Conflict of interest statement

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References

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Grants and funding

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Full Text Sources

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Medical