The effects of the covid-19 pandemic on the consumers' perception of food security and willingness to pay: The case of Samsun province of türki̇ye

While the effects of food shortages, which began with the increase in food prices in 2012, have continued, the Covid-19 epidemic has affected various actors in the food supply chain, both locally and globally, including food manufacturers, retailers, and transporters. Consequently, it is not fully known whether consumers' concerns about food safety and food security have changed with the epidemic. The purpose of this research is to determine consumers' perceptions of food security before and after the Covid-19 pandemic and to reveal individuals' willingness to pay for products with high food safety. The data for the study were obtained through questionnaires administered to 278 individuals selected using the proportional sampling method. These individuals reside in Atakum, Canik, İlkadım, and Tekkeköy, which are the central districts of Samsun. According to the research findings, while the income level of approximately 62.9% of consumers remained the same during the pandemic process, 22.7% experienced a decrease in their income. The main reason identified for this decrease is the decline in commercial activities. Consumers are trying to compensate for this decrease by postponing their needs and utilizing their previous savings. Additionally, there has been an increase in food expenditures, particularly due to the tendency to stockpile. While 51.8% of consumers believe they have information about food security, only 38.2% fully understand the concept. Awareness of food security has increased and positive changes have been observed compared to the pre-pandemic situation. The Covid-19 pandemic has raised concerns about food security, including issues related to food accessibility, adequacy, and balanced nutrition. Factors such as being female, having a small family size, having a higher monthly income, having children in the family, and possessing a greater knowledge about food security were found to increase consumers' willingness to pay for food they perceive as safe. It was observed that 59% of respondents had knowledge about food safety. It is crucial to capitalize on the heightened awareness of food security brought about by the Covid-19 pandemic and avoid transforming it into paranoia for societies. This can be achieved through official explanations from reliable sources to address consumers' concerns about food security, transparent steps taken by policy makers to alleviate societal worries, and effective use of mass media. By adopting this management approach, consumers' tendency to stockpile can be reduced. Increased awareness of food security, resulting from the pandemic's impact, can be an important step towards safeguarding public health by implementing tax regulations and incentive mechanisms that facilitate consumers' access to safe food. Introducing "safe food treats" in school cafeterias and canteens can help instill this awareness in new generations from an early stage.