Browsing by Author "Ribeirinho, Beatriz Pinheiro de Almeida"
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- The impact of COVID-19 on organic and conventional food consumption : examining the moderating effect of sustainable-self-esteem on the relationship between mortality salience and consumers´ choice and evaluations of organic versus conventional foodPublication . Ribeirinho, Beatriz Pinheiro de Almeida; Colaço, Vera Maria Portela Herédia Lancastre FreitasThis study aims to build a deeper understanding of how the consumer choices, attitudes, purchase intention and willingness to pay change in face of the pandemic. This research examines this phenomenon within the food industry, since it is one of the most impacted industries during the pandemic, with a singular focus on organic versus conventional food consumption and self-esteem as a moderator. Results indicate that the COVID-19 context has increased mortality salience, the awareness that death is inevitable. Yet, mortality salience is not impactful on consumers' evaluations and choice of food, except for the purchase intention for conventional products that seem to decrease in the COVID-19 context for consumers with lower self-esteem coming from sustainable behaviours. Nevertheless, the COVID-19 context shows to lead to more positive attitudes towards the consumption of organic food for consumers who have sustainability behaviours as their source of self-esteem. This study suggests that retailers can influence consumers positively in the COVID-19 context, by making these products easily available to attract consumers to buy organic food. Also, to take advantage of the positive attitudes by consumers towards this type of products that seem to emerge during the pandemic. This study provides valuable insight into consumer behaviour regarding organic and conventional food by examining the factors that influence consumers’ purchase intentions, willingness to pay, attitudes and choices towards food during a pandemic.