Online Shopping Behavior among Food Consumers during Pandemic: a Cross Generation Study

Abstract

Shopping for food is a necessity that will continue to occur before the pandemic, during a pandemic, and post-pandemic. Pandemics that occur around the world also affect human behaviour, including food shopping behaviour. This study aims to analyze shopping behaviour and changes in shopping behaviour during a pandemic. Consumers prefer to choose online shopping in pandemic situations according to safety. Data were collected by interviewing 12 respondents from the generation of baby boomers, X, Y, and Z. The data were processed using a qualitative approach using N-Vivo software. Research results showed that there were differences in food shopping behaviour during the pandemic. This research suggests that the food industry pays attention to shopping behaviour change during a pandemic to change strategies to get opportunities in the market. Novelty in this study is the first cross-generational qualitative analysis of food shopping behaviour among Indonesian consumers.