Food Consumption Patterns in the Post-COVID-19 Landscape: Urban and Rural Contrasts

Authors: Andreea Ciomag, Evelyn Sabo, Liana Stanca, Dan-Cristian Dabija

Abstract

The purpose of the study is to highlight the differences in grocery shopping practices between rural and urban areas prior to and following the recent COVID-19 epidemic and the New Normal. The study is based on an empirical methodology that was applied to Romanian customers using a questionnaire. The Mann-Whitney U test, chosen for its ability to compare two independent groups without assuming normality of data distribution. This approach was essential for highlighting the subtle differences between the two groups analyzed, both in the context of the COVID-19 pandemic and during the New Normality period, providing robust and relevant conclusions for the research field. Although respondents' earnings in urban and rural areas differ significantly, the volume of online orders from the two environments does not exhibit a similar trend. Unlike their urban counterparts, rural consumers were able to deal with the stress and issues of the COVID-19 pandemic, have a proactive and optimistic perspective to life, and figure out the best ways to handle difficult food procurement conditions. Regarding the frequency and process of online purchasing, including for groceries, both consumer groups exhibit comparable preferences under the New Normal. The study provides a valuable perspective on the consumption patterns of Romanians in urban and rural areas during the preceding pandemic and the New Normal, with a focus on their grocery shopping decisions. The study looked at how the two consumer groups managed the stress, difficulties, and buying process during the pandemic, as well as how these behaviours and preferences changed in the post-COVID era. To keep clients interested, managers can promote their online shopping platforms in both living spaces, encourage shopping as a social activity, and develop loyalty programs and special offers.