Food Security and the COVID-19 Crisis from a Consumer Buying Behaviour Perspective-The Case of Bangladesh

Abstract

Since COVID-19 was confirmed in Bangladesh in March 2020, the government have enacted stringent measures to prevent the spread of the coronavirus, which has had a significant impact on people's lives. Food consumption habits of consumers have shifted as a result of declining grocery shopping frequency, negative income shock, and food prices shooting up. This paper aims to explore Bangladeshi consumers' buying behaviour in association with the stress generated from a food supply shortage during the COVID-19 pandemic and the post-outbreak perception of the food industry, using a dataset with 540 online samples collected between July and August 2021. A two-stage cluster sampling method and self-administrated questionnaire techniques were adopted for collecting the data during the third wave of COVID-19. Using partial least squares path modelling (PLS-PM) and multivariate multiple ordered logit regression (MVORD) to reveal the pertinent structure between all the blocks, this study provides two key findings. First, a higher intensity of COVID-19 impact translates into higher food stress associated with income reduction and higher food prices. Second, food stress directly affects consumer buying and consumption behaviour. We strongly recommend connecting consumers with local producers and collective use of shared warehouses through institutions, policies, and reforms to prevent disruption in the food supply chain and to keep food prices stable. Additionally, food producers, distributors, stakeholders, and policy planners should strengthen the food supply chain to stabilize food security.

Keywords: COVID-19; consumer behaviour; food security; food supply chain management.

Figure 1

Proposed Conceptual Framework. Notes: H denotes hypothesis; conceptualization of the network is based on the theory of reasoned action (TRA). Source: Authors’ own compilation.

Figure 2

The final path model and path coefficient estimates. Dashed lines indicate the non-significant paths. ***: p < 0.001. Source: Authors’ own compilation.