Ubiparip Samek Dragana, Kovač Renata, Pezo Lato, Mastilović Jasna, Bajić Aleksandra, Kevrešan Žarko
Institute of Food Technology, University of Novi Sad, 21000 Novi Sad, Serbia.
Institute of General and Physical Chemistry, University of Belgrade, 11000 Belgrade, Serbia.
Foods. 2023 Dec 29;13(1):125. doi: 10.3390/foods13010125.
The global impact of the COVID-19 pandemic has significantly influenced individuals' dietary choices and food-buying behavior. Present research specifically delves into the alterations in fruit and vegetable (F&V) consumption among consumers in Serbia during the pandemic. The study employs an extended model of the theory of planned behavior (TPB), incorporating the construct of consumers' knowledge to comprehensively explore behavioral changes. Conducted in the first half of 2020, the study engaged 479 participants from Serbia, using an online questionnaire for data collection. Structural equation modelling was employed for a thorough analysis of the gathered responses. The main outcome revealed a noteworthy connection between consumers' knowledge and their attitudes, subjective norms, and intentions regarding F&V consumption. Subjective norms significantly influenced consumers' desire to increase F&V intake during and after the outbreak. These intentions aligned with actual behavior changes, indicating a shift toward higher F&V consumption. Consumer knowledge also notably shaped attitudes and behaviors regarding F&V intake. Notably, the TPB proved valuable in predicting and understanding these dietary shifts during global crises like the pandemic. These insights not only bolster healthier eating habits but also have broader implications for public health. Understanding consumer behavior dynamics during crises like COVID-19 is crucial for crafting effective strategies to promote overall human health and well-being.
新冠疫情的全球影响显著影响了个人的饮食选择和购买行为。目前的研究特别深入探讨了塞尔维亚消费者在疫情期间水果和蔬菜（F&V）消费的变化。该研究采用了计划行为理论（TPB）的扩展模型，纳入了消费者知识这一构念，以全面探究行为变化。该研究于2020年上半年进行，对来自塞尔维亚的479名参与者进行了调查，使用在线问卷收集数据。采用结构方程模型对收集到的回答进行了深入分析。主要结果显示，消费者知识与他们对F&V消费的态度、主观规范和意图之间存在显著联系。主观规范显著影响了消费者在疫情爆发期间及之后增加F&V摄入量的意愿。这些意图与实际行为变化一致，表明向更高的F&V消费转变。消费者知识也显著塑造了关于F&V摄入的态度和行为。值得注意的是，TPB在预测和理解像疫情这样的全球危机期间的这些饮食转变方面被证明是有价值的。这些见解不仅有助于养成更健康的饮食习惯，而且对公共卫生有更广泛的影响。了解像新冠疫情这样的危机期间的消费者行为动态对于制定促进整体人类健康和福祉的有效策略至关重要。
