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  4. CATEGORY-LEVEL GROCERY SHOPPING PREFERENCES IN LOCAL DIRECT-TO-CONSUMER MARKET CHANNELS DURING THE COVID-19 PANDEMIC

CATEGORY-LEVEL GROCERY SHOPPING PREFERENCES IN LOCAL DIRECT-TO-CONSUMER MARKET CHANNELS DURING THE COVID-19 PANDEMIC

File(s)
TANG_cornell_0058O_11539.pdf (963.26 KB)
Permanent Link(s)
https://doi.org/10.7298/gyhj-dd55
https://hdl.handle.net/1813/112160
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Cornell Theses and Dissertations
Author
TANG, Yu
Abstract

The COVID-19 pandemic has changed consumers’ food consumption behaviors and preferences. In this paper, we examine consumers’ grocery shopping behaviors in local direct-to-consumer (DTC) market channels across nine food categories: cereals and bakery products, meat, poultry, seafood, eggs, fruit and vegetable, dairy and related products, packaged food, and beverages before and after the vaccination became widely available. Online surveys were distributed to measure the market conditions, and demographic, behavioral, and psychographic characteristics of consumers. A total of 518 responses were obtained. We used an ordered logistic regression for analysis. Importantly, the findings show: reduced concern for COVID-19-related food safety in supermarket channels, the convenience of local purchases, the discovery of new local DTC markets, and the desire to build connections and support for local businesses are associated with a greater likelihood of increased shopping in local DTC markets; decreased price in supermarkets is associated with a lower likelihood of increased local DTC shopping.

Description
81 pages
Date Issued
2022-08
Committee Chair
Adalja, Aaron Ashok
Committee Member
Gomez, Miguel I.
Ivanek Miojevic, Renata
Degree Discipline
Applied Economics and Management
Degree Name
M.S., Applied Economics and Management
Degree Level
Master of Science
Type
dissertation or thesis
Link(s) to Catalog Record
https://newcatalog.library.cornell.edu/catalog/15578979

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