Browsing by Author "Leinonen, Alina"

This study discloses practices born with the COVID-19 pandemic, to which consumers have had to adapt on short notice. Earlier research has recognised that consumers have experienced changes in how they buy and eat food during the pandemic. Buying food online increased and in-person grocery shopping habits changed to evade the risk of illness. Eating shifted from eating varyingly in different places to eating at home. Consumers also started to pay interest in food and food preparation. This study examines how consumers experience buying food and eating during the pandemic. Research material consists of social media comments (n=133) made anonymous. The comments were published in October 2020. The comments were replies to a question asking what changes you have experienced in food related functions during the pandemic. The research material was analysed using qualitative methods and content analysis. Phenomenological tradition guided the whole of this study. In phenomenology experiences and their meanings are fundamental. The COVID-19 pandemic changed buying food and eating in four different sectors. Buying food was planned more, executed more cautiously, and carried out more often through online services. Eating happened more at home. This increased eating with family and eating alone. Eating more often at home also increased interest in food preparation. The social aspect of eating was perceived as important. People missed eating with loved ones and colleagues. The pandemic might permanently modify the ways we buy food and eat. It has already accelerated the digitalisation of buying food, as consumers have started to buy food online. Under-standing the effects of this global pandemic is important, as is the ability to prepare for them in the future.