Roles of Information Exposure in Consumer Food Buying Behavior during COVID-19 Arief Rahmawan (a*), Tian Nur Marifat (b), Ainu Rahmi (c)
a) Agroindustrial Technology Department, University of Darussalam Gontor
Jalan Raya Siman, Ponorogo 63471, Indonesia
*arief.rahmawan[at]unida.gontor.ac.id
b) Faculty of Fisheries and Marine Science, University of Brawijaya
Jalan Veteran, Malang 65149, Indonesia
c) Polytechnic of Agricultural Development Malang
Jl. DR. Cipto 144a Bedali - Lawang, Malang 65200, Indonesia
Abstract
Prolonged coronavirus disease (Covid19) outbreak has led majority of societies to change their mindset in purchasing main necessities. This is mainly due to local authorities policy that instruct inhabitant to stay at home while doing their activities such as work and study. As a result, the demand of main requirements has tremendously rising for the last four months. One of the primary needs is food and beverages. The reason of this particular behavior due to the scarcity of resources such as medicines, vitamins or even consumer goods as they have been intended to make a stock at home. The aim of this research is to identify the correlation between information exposure and customer behaviors in gaining food during Covid19 pandemic. Furthermore, closed questionnaire was designed with 200 respondents focused living in East Java. In addition, confirmatory factor analysis is implemented which consist of three constructs.
Moreover, the research yielded the relationship between information exposure of Covid19 and food scarcity toward food buying behavior. To sum up, covid19 disaster affected relationship among information exposure and food purchasing.
