NORDSCI Conference proceedings 2021, Book 2

Economics and Tourism

WILL COVID-19 CONTRIBUTE TO AN INCREASE IN COCOONING IN THE NUTRITIONAL BEHAVIOUR OF POLES?

Gabriela Hanus, PhD

ABSTRACT

The social, economic and technological changes that have occurred in the last decade have substantially altered consumers’ eating behaviour. The objective of this study was to identify and describe cocooning as a new phenomenon in the food choices of Polish consumers and the factors that shape it, with particular stress on the possible impact of the COVID-19 pandemic on this trend. For this purpose, primary and secondary tests were carried out. The primary studies examine the level of cocooning in consumer’ food choices, while secondary data analysis focuses on finding a relation between this phenomenon and the COVID-19 pandemic. The direct research was conducted by means of the survey method on a sample of 660 Poles in 2018. The survey carried out among Poles has shown that cocooning is rather poorly noticeable in the eating behaviour of consumers. This trend is observable predominantly in the behaviour of young people who are rather highly educated city residents; however, this depends on the type of activity related to cocooning. On the basis of secondary research, it has been shown that anxiety and a disturbed sense of public and social security are one of the most important factors that may affect the development of cocooning in consumer behaviour. The COVID-19 pandemic that hit the world in 2020 has evoked this kind of feeling in many consumers, which has been aggravated by the restrictions imposed by the state. Owing to the restrictions, social isolation increased and Poles have transferred many activities home, thus forming new habits, which may have a strong impact on their consumption behaviour in the longer term, even after the pandemic comes to an end. It is worth noting that the increase in the level of cocooning directly contributes to the growth of the e-commerce market, which poses new challenges especially for the logistics industry.

KEYWORDS

cocooning, new trends, consumer nutritional behaviour, COVID-19

REFERENCE

NORDSCI Conference proceedings 2021, Book 2, Conference Proceedings, ISSN 2603-4107, ISBN 978-619-7495-14-0, WILL COVID-19 CONTRIBUTE TO AN INCREASE IN COCOONING IN THE NUTRITIONAL BEHAVIOUR OF POLES?, 175-188 pp, DOI paper 10.32008/NORDSCI2021/B2/V4/16