Consumer self-protection behavior of online meal safety during the COVID-19 pandemic: the impact of risk perception and effect of satisfaction with management safety performance

Abstract

Purpose

This study aims to assess the effects of risk perception and management subject satisfaction on consumers' online meal food safety self-protection behavior during the COVID-19 pandemic.

Design/methodology/approach

This study uses 742 questionnaires collected via a two-stage online survey conducted during the COVID-19 pandemic, between December 2021 and January 2022. The entropy method, descriptive statistics, ordered logit model, stepwise regression models, interaction terms and decentralization method were used in the quantitative analysis. Respondents’ written responses to self-protection behavior were categorized into five groups.

Findings

Less than half of consumers were aware that online food products carry the risk of SARS-COV-2 (44.48%). Between 30 and 40% of consumers took insufficient or no self-protection measures. Risk perception significantly and positively affected self-protection behavior during the COVID-19 pandemic. Consumers' management subject satisfaction has a positive moderating effect on risk perception, with the moderating effect of the satisfaction of online retailers being significant at the 5% level. Risk perception significantly and positively influences consumer self-protection behavior in provinces not affected by the pandemic.

Originality/value

The findings stress the benefits of synergistic interventions by consumers and management subject to food safety measures and the inclusion of tailored interventions during events threatening public health to effectively address food safety. The study offers valuable insights contributing to the improvement of public health outcomes, customer trust and service quality within the online food delivery industry.

Citation

Liu, W., Cao, M. and Florkowski, W.J. (2025), "Consumer self-protection behavior of online meal safety during the COVID-19 pandemic: the impact of risk perception and effect of satisfaction with management safety performance", British Food Journal, Vol. 127 No. 1, pp. 338-362. https://doi.org/10.1108/BFJ-04-2024-0329