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Impact of COVID-19 Outbreak Risk Perception on Willingness to Consume Products from Restaurants: Mediation Effect of Risk Attitude

Author

Listed:
  • Zhao Li

    (Tourism College, Gansu Tourism Development Academy, Northwest Normal University, Lanzhou 730070, China)

  • Wangbing Liang

    (Tourism College, Gansu Tourism Development Academy, Northwest Normal University, Lanzhou 730070, China)

  • Jingfeng Luo

    (Tourism College, Huaqiao University, Quanzhou 362021, China)

Abstract

The COVID-19 outbreak caused huge losses for the catering industry. The outbreak’s influence on consumers’ risk perception and risk attitude was an important factor for these heavy losses. The aim of this study was to investigate the change in epidemic risk perception, risk attitude, and the consumers’ willingness to consume products from restaurants during the spread of the COVID-19 epidemic. The study collected 502 questionnaires at the end of 2021, and structural analysis was conducted using SPSS 26.0 and AMOS 20.0 statistical programs. The results showed that consumers’ awareness of the coronavirus pandemic (consumers’ epidemic risk perception) had a significant positive effect on their decision-making behavior under uncertain conditions (risk attitude); consumers’ decision-making behavior under uncertain conditions (risk attitude) had a significant negative effect on their willingness to purchase from restaurants; consumers’ awareness of the coronavirus pandemic (consumers’ epidemic risk perception) had a significant negative effect on their willingness to consume products from restaurants; and risk attitude played a mediating role in the influence of consumers’ epidemic risk perception on their willingness to consume products from restaurants. This study can provide guidance and reference for restaurants on how to deal with the epidemic situation, help them undertake risk prevention work and reduce losses, and promote the healthy and sustainable development of the restaurant.

Suggested Citation

  • Zhao Li & Wangbing Liang & Jingfeng Luo, 2022. "Impact of COVID-19 Outbreak Risk Perception on Willingness to Consume Products from Restaurants: Mediation Effect of Risk Attitude," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6372-:d:822239
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    References listed on IDEAS

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    Cited by:

    1. Qiong Dang, 2022. "Research on the Impact of Media Credibility on Risk Perception of COVID-19 and the Sustainable Travel Intention of Chinese Residents Based on an Extended TPB Model in the Post-Pandemic Context," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    2. Wangbing Liang & Zhao Li & Yinggang Bao & Bing Xia, 2022. "Risk Perception of COVID-19 as a Cause of Minority Ethnic Community Tourism Practitioners’ Willingness to Change Livelihood Strategies: A Case Study in Gansu Based on Cognitive-Experiential Self-Theory," IJERPH, MDPI, vol. 20(1), pages 1-19, December.

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