Consumer’s Behaviour in The Consumption of Fresh Farm Product During Covid-19 Pandemic at Alor Gajah, Melaka

Abstract

The Malaysian Government implemented stringent containment measures to avoid the spread of COVID-19, including social isolation and the closure of businesses and schools. Although these steps are necessary to prevent the virus from spreading, many voices have raised concerns about their possible effects on the agri-food system. Therefore, this study aims to identify the effect of the Covid-19 pandemic on fresh farm consumption among consumers in Alor Gajah, Melaka. This study was guided by the following research objectives: (i) to investigate the impacts of Covid-19 pandemic on consumer attitudes and behaviours on food consumption at Alor Gajah. (ii) to find out the implications of the closure of Covid-19 on food security in Alor Gajah, Melaka. Besides, this study uses quantitative methods involving (n=154) residents in the district of Alor Gajah, Melaka. The research data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 20. Descriptive analysis was used, and the result shows that the food consumption behaviour changes during the Covid-19 pandemic especially on the fresh farm produce. The findings may provide information for the local government to develop a framework that will help to address the shortage of fresh agriculture products that were affected by the pandemic at Alor Gajah, Melaka. It will also help to prepare for an unexpected future crisis by building on existing emergency plans as well as long-term food-related strategies.