Consumer Attitudes Towards Food Attributes Due to the Dynamics of Supply Shock Covid 19

Abstract

Regional lockdown policies and work-from-home patterns have led to changes in consumer behavior and household food purchases. This study aims to determine consumer attitudes towards food attributes due to the dynamics of supply shock due to Covid 19. This study was conducted in Jember Regency using a sample of 100 respondents spread across urban and rural areas. This study uses Fishbein analysis to determine consumer attitudes towards food attributes due to the Covid 19 pandemic. The results of the analysis show that consumption patterns change during the pandemic. These changes include the number of purchases, changes in the place of purchase, and the frequency of purchases. The price attribute has a high level of importance but has low performance. The food price attribute needs attention from the government so that people can access food. The attribute of ease of access has a high level of importance and high trust from consumers. The stock attribute has a high level of importance but has sufficient trust from the public. In addition, quality or brand attributes have a low level of importance but have a relatively high level of trust from the public