Impact of COVID-19 anxiety on functional foods consuming intention: role of electronic word of mouth

• Published in: Heliyon Vol. 8; no. 11; p. e11344
• Main Authors: Nguyen, Thuy Thu, Phan, Hoa Thi Thanh
• Format: Journal Article
• Language: English
• Published: England Elsevier Ltd 01.11.2022; The Author(s). Published by Elsevier Ltd; Elsevier
• Subjects: COVID-19 anxiety; eWOM communication; Functional foods; Health consciousness; Purchase intentions; Trust on eWOM; eWOM communication; Trust on eWOM; Health consciousness; Functional foods; Purchase intentions; COVID-19 anxiety
• ISSN: 2405-8440; 2405-8440
• DOI: 10.1016/j.heliyon.2022.e11344

The COVID-19 pandemic, which involving mass quarantines in many nations, has affected consumer health consciousness behaviors, including food consumption. This study aimed to investigate the impact of COVID-19 anxiety on functional food consumption within the framework of changes in health concerns and electronic word-of-mouth communication through digital platforms, paying special attention to the moderating effect of trust on eWOM information. /methodology/approach: This cross-sectional study included 527 participants. The data were analyzed using a structural equation modeling approach. Mediating moderating effects were tested using bootstrapping and multigroup methods. Anxiety about the COVID-19 virus has a great impact on individuals’ health concerns, word-of-mouth information seeking, and functional food consumption intention. Mediating effects of health consciousness and eWOM on functional food consumption intention were also observed. The anxiety about the COVID-19 virus and health consciousness triggers eWOM communication, and is a strong driver of intention to purchase functional foods if people trust the eWOM information source. While scholars have demonstrated the impact of COVID-19 on human behavior, a largely uninvestigated issue is the effect of COVID-19 virus anxiety on health product consumption. This is one of the first studies to examine the interrelationships among COVID-19 anxiety, health consciousness, eWOM, and functional food consumption intention. This study provides valuable insights into consumer behavior during the COVID-19 pandemic. Future research should consider the effect of COVID-19 virus anxiety on health-related issues and nutritional behavioral consequences. Based on the results, implications for managers and researchers are proposed. •Covid-19 virus anxiety impact individuals’ concern of health and functional foods consuming intention.•eWOM communication mediate the effect of anxiety of Covid-19 virus and functional foods consuming intention.•Trust on eWOM information moderates these relations. COVID-19 anxiety; Health consciousness; eWOM communication; Trust on eWOM; Functional foods; Purchase intentions.