Consumer Perceptions in Time of Crisis

This chapter provides brief insights into consumer perceptions of food-related issues and the variability of consumer behavior in response to crisis in the twenty-first century. Crisis effects often impact society for extended periods due to the uncertainties and disruptions associated with perceived risks. Regardless of the crisis type, consumers may react differently, driven by anxiety, pessimism, panic, or even depression, which can affect their attitudes, habits, and consumption patterns. The intensity and duration of these reactions depend on various factors, such as economic, demographic, sociocultural, and situational variables, as well as the crisis type. Three specific crises are considered: those related to food safety issues, the COVID-19 pandemic, and recent wars. Consumers handle risks during crisis in different ways, generally leading to an inclination towards protective behaviours. Changes in consumer behavior are often more closely linked to their perceptions of the crisis rather than its actual effects. Studies have shown that consumers react to food scares with precaution, penalizing attitudes, tolerance, or even indifference. Consumer confidence and food-related behavior depend on their optimistic or pessimistic attitude toward risk, risk perception and adherence to rules (e.g., isolation during the COVID-19 pandemic). Wars affect consumers differently, from those on the frontline to distant populations. For instance, even consumers indirectly affected by the Ukraine war conflict became more price conscious. Some believe that food-related consumer behavior during wartime is similar to the observed during economic crises. In conclusion, food-related consumer perceptions shift under various conditions, and people adapt their behaviours accordingly. Consumption behaviours and eating habits evolve cyclically, as society learns or fails to learn from past mistakes and crises in human history.