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Does The Covid-19 Pandemic Change Consumers’ Food Consumption And Willingness-To-Pay? The Case Of China, Wei Yue, Na Liu, Qiujie Zheng, H Holly Wang

Department of Agricultural Economics Faculty Publications

Since COVID-19 was first detected in China in 2019, governments around the world have imposed strict measures to curb the spread of the coronavirus, which substantially impacted people’s life. Consumers’ food consumption behavior has also changed accordingly with reduced grocery shopping frequency, replaced in-person grocery shopping with online shopping, and increased valuation on food. In this paper, we aim to investigate the change in Chinese consumers’ food consumption and their willingness to pay (WTP) for vegetables and meat, using a dataset with 1206 online samples collected between February and March 2020. Consumers’ WTP for vegetables and meat is estimated using …