ArticleBehavioral sciences (Basel, Switzerland)2025
COVID-19 Induced Stigmas of Imported Cold-Chain Food Among Chinese Consumers: Multi-Round Tracking Surveys.
Article in Behavioral sciences (Basel, Switzerland), 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
The COVID-19 pandemic has significantly disrupted the global food supply chain, concurrently eroding consumer trust in imported food products. We conducted multi-round tracking surveys of Chinese consumers nationwide in December 2020 and January, March, April, May, July, and October 2021 to examine the stigmas induced by COVID-19 on imported cold-chain food. Results revealed that COVID-19 has induced a long-lasting stigma of imported cold-chain food among Chinese consumers. The mean willingness to pay for beef steak from the U.S., Australia, and Brazil decreased by about 4 yuan, 3 yuan, and 3 yuan, respectively, compared to that for the corresponding product before the pandemic. The results also showed that respondents' risk perception of imported cold-chain food decreased slightly in the short term and then stayed at a high level. Elderly consumers and those with children were more likely to perceive a high risk of imported cold-chain food associated with COVID-19. Our results indicated that the stigmas of imported cold-chain food caused by COVID-19 persistently impacted consumer food behavior. Identifying ways to recover consumer trust in imported food is essential to boost consumer demand with the recovery of the global food supply chain.
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