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Factors Influencing Consumers' Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China

International journal of environmental research and public health, 2022-04, Vol.19 (8), p.4903 [Peer Reviewed Journal]

2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2022 by the authors. 2022 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph19084903 ;PMID: 35457770

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  • Title:
    Factors Influencing Consumers' Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China
  • Author: Shen, Xin ; Cao, Xun ; Esfahani, Sonia Sadeghian ; Saleem, Tayyaba
  • Subjects: Attitudes ; China - epidemiology ; Consumer Behavior ; Consumers ; Coronaviruses ; COVID-19 ; COVID-19 - epidemiology ; Customers ; Decision making ; Emotional behavior ; Empirical equations ; Epidemics ; Health risks ; Humans ; Intention ; Multivariate statistical analysis ; Norms ; Pandemics ; Public health ; Purchasing ; Refrigeration ; Structural equation modeling ; Surveys and Questionnaires ; Viral diseases
  • Is Part Of: International journal of environmental research and public health, 2022-04, Vol.19 (8), p.4903
  • Description: Following the detection of COVID-19 in cold chain aquatic products (CCAP) at Xinfadi Produce Wholesale Market in Beijing, China, in June 2020, novel coronavirus positive tests of CCAP have been reported in such markets of Dalian, Xi'an, Qingdao, Taiyuan, and other places, which has aroused the concern of Chinese consumers. The CCAP outbreak puts tremendous pressure on public health management and threatens customer well-being. This article uses the theoretical model of planned behavior (TPB) to investigate Chinese consumers' purchasing intentions of CCAP under this circumstance. A total of 783 questionnaires were administered in China with empirical analysis through a structural equation model. The results show that attitudes (ATT) towards the safety of CCAP and subjective norms (SN) have significant positive effects on customers' purchasing behavior intention (BI); the emotional response to the health concern (EM) of CCAP has a significant positive impact on SN, ATT, and BI; and BI of CCAP is significantly affected by individual characteristics. The BI of CCAP for those married consumers living in cities and towns with a low monthly consumption frequency is more likely to be affected by the new coronavirus epidemic events. This paper is one of the first studies that contribute to the literature by exploring the influencing factors of the consumption behavior intention over the COVID-19 pandemic in China from a public health perspective. The findings provide significant implications for cold chain operators, market managers, and policymakers to develop guidelines and offer a framework to initiate and support the produce market and boost consumer health confidence in CCAP at the practitioner level.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph19084903
    PMID: 35457770
  • Source: Freely Accessible Journals
    Open Access: PubMed Central
    AUTh Library subscriptions: ProQuest Central
    MEDLINE
    Coronavirus Research Database
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