Hábitos de compra y consumo de alimentos durante las cuarentenas por COVID-19 en Bogotá
Food Purchase And Consumption Habits During COVID-19 Lockdowns In Bogota
Hábitos de compra e consumo de alimentos durante as quarentenas devido à covid-19 em Bogotá
DOI:
https://doi.org/10.15446/innovar.v32n86.104661Palabras clave:
COVID-19, comportamiento del consumidor, hábitos de compra de alimentos, hábitos de consumo de alimentos, marketing (es)COVID-19, consumer behavior, food purchase habits, food consumption habits, marketing (en)
covid-19, comportamento do consumidor, hábitos de compra de alimentos, hábitos de consumo de alimentos, marketing (pt)
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La pandemia por covid-19 ha generado implicaciones en diversos ámbitos, incluido el comportamiento de los consumidores. Uno de los primeros renglones de consumo afectados ha sido el de los alimentos, debido a su demanda como bien fundamental para la subsistencia. En este artículo se analizan los principales cambios en los hábitos de compra y consumo de alimentos durante las cuarentenas por covid-19 en Bogotá. Para esto, se planteó un diseño cuantitativo, no experimental de campo, en el que participaron 506 estudiantes universitarios. Los hallazgos muestran que durante las cuarentenas aumentaron las conductas de consumo relacionadas con la permanencia en casa, como las compras en línea, la cocción y consumo de alimentos en casa, y la importancia de la logística y las estrategias digitales. Se definieron tres tipologías de consumidores: i) quienes mostraron mayor cambio en sus hábitos durante las cuarentenas, ii) quienes mantuvieron hábitos relativamente semejantes que antes de la pandemia y iii) quienes siguieron hábitos fuera de casa a pesar de las cuarentenas. Finalmente, el presente estudio busca ofrecer una perspectiva que aporte a la comprensión del comportamiento del consumidor y sus cambios durante y a partir de la covid-19, más allá de la relación hábitos de consumo de alimentos-salud, que ha sido la perspectiva dominante en la literatura existente.
The covid-19 pandemic has had implications in multiple areas, including consumer behavior. One of the first segments affected by the pandemic was the food industry due to the demand of essential goods. This paper analyzes the main changes in food purchase and consumption habits during the covid-19 lockdowns in Bogotá. To do this, we proposed a quantitative, non-experimental field design with the participation of 506 university students. Findings show that consumption behaviors related to staying-at-home, such as online shopping, cooking and homemade food consumption, and the importance of logistics and digital strategies increased during the lockdowns. Furthermore, we defined three types of consumers: (i) those who showed significant changes in their habits during the lockdowns, (ii) those who kept relatively similar habits to those before the pandemic, and (iii) those who continued out-of-home habits despite lockdowns. Finally, this study seeks to outline a perspective that contributes to understanding consumer behavior and the changes caused by the covid-19 pandemic beyond the relationship between food consumption habits and health, which has been the dominant perspective in the existing literature.
a pandemia ocasionada pela covid-19 vem trazendo consequências em diversos âmbitos, incluído o comportamento dos consumidores. Um dos primeiros setores de consumo afetados foi o de alimentos, devido à sua demanda como bem fundamental para a subsistência. Neste artigo, são analisadas as principais mudanças nos hábitos de compra e consumo de alimentos durante as quarentenas devido à covid-19 em Bogotá, Colômbia. Para isso, foi proposto um desenho quantitativo, não experimental de campo, do qual participaram 506 estudantes universitários. Os achados mostram que, durante as quarentenas, aumentaram as condutas de consumo relacionadas com a permanência em casa, como as compras on-line, a preparação e consumo de alimentos em casa, e a importância da logística e estratégias digitais. Foram definidas três tipologias de consumidores: 1) os que mostraram maior mudança em seus hábitos durante as quarentenas, 2) os que mantiveram hábitos relativamente semelhantes aos de antes da pandemia e 3) os que continuaram com seus hábitos fora de casa apesar das quarentenas. Finalmente, este estudo pretende oferecer uma perspectiva que contribua para a compreensão do comportamento do consumidor e suas mudanças durante e a partir da covid-19, mais além da relação hábitos de consumo de alimentos-saúde, que vem sendo a perspectiva dominante na literatura existente.
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