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Does the Covid-19 affect food consumption patterns? A Transaction Cost Perspective

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  • Bianca Polenzani
  • Andrea Marchini

Abstract

The purpose of this research is to study transaction costs and their antecedents, in relation to the willingness to buy groceries online in Italy, and to observe the effect of Covid-19 is having in those. The study used a positivist deductive approach to the theory development. To evaluate the relations, we developed a PLS-SEM using SmartPLS version 3.3.3, and tested the model using WarpPLS 7.0. The pandemic?s discomforts impact significantly the willingness to buy food online, and it is also a mediator between transaction costs and willingness to buy online. The findings may help those manufacturers struggling with low-performing e-commerce during the Covid-19 pandemic. When restrictions are enforced, manufacturers should take action to reduce the uncertainty associated with online shopping. From the political point of view, it highlights the need for institutional help in organising online supply chains.

Suggested Citation

  • Bianca Polenzani & Andrea Marchini, 2022. "Does the Covid-19 affect food consumption patterns? A Transaction Cost Perspective," Economia agro-alimentare, FrancoAngeli Editore, vol. 24(2), pages 1-28.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2022oa13161
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    Cited by:

    1. Di Stradis, Francesca & Pilati, Francesco & Rossi, Alessandro, 2023. "Towards Sustainable E-Grocery Delivery: Investigating Consumer's Preferences In An Italian Region," 97th Annual Conference, March 27-29, 2023, Warwick University, Coventry, UK 334571, Agricultural Economics Society - AES.
    2. Simona Bigerna & Andrea Marchini & Silvia Micheli & Paolo Polinori, 2023. "Pre- and during COVID-19: Households’ Willingness to Pay for Local Organic Food in Italy," Sustainability, MDPI, vol. 15(13), pages 1-18, June.

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