THE CHANGES IN FOOD CONSUMPTION BEHAVIOR: A RAPID OBSERVATIONAL STUDY OF COVID-19 PANDEMIC

Purpose of the Study: This study aims to identify food consumption behaviour at pre, during, and post-pandemic (possibility). Methodology: This study uses a quantitative-based descriptive study approach to explain changes in consumer consumption patterns. Sampling was done by using probability sampling techniques or by a simple random sampling method. Electronicquestionnaire distribution was carried out through the WhatsApp broadcast message application to which 75 respondents responded. Meanwhile, a simple quantitative analysis method is used to calculate several formulas, including mean value, frequency distribution, and percentage. Main Findings: The results showed that health, social, and psychological factors influenced the respondent's food consumption behaviour. There are increasing organic food intentions and self-cooking trends. Besides, this study also shows an increasing awareness of the importance of aspects of health, quality, and food safety in choosing food. Implication/Applications: This research can be used as a theoretical reference, especially related to the factors that influence eating behaviour during a pandemic. Also, the results of this research can be used by culinary businesses to design strategies to survive the Covid-19 pandemic by adjusting products, innovating, and improving product quality based on consumer needs. The originality of the study: The paper is original, and this is the current study to examine the food consumption behavior of local communities in the pandemic issue.


INTRODUCTION
The outbreak of the Corona Virus Disease (Covid-19) throughout the world has changed human habits from various aspects. Covid-19 was first detected in Wuhan, China, and reported to the World Health Organization (WHO) by the Chinese government on December 8, 2019. Covid-19 is a new type of virus that has never been previously identified in humans. Clinical manifestations usually appear within 2 to 14 days with general signs of fever, cough, and shortness of breath (Worlddometers, 2020).
Restrictions on economic activities (Wachyuni & Kusumaningrum, 2020) have also been imposed, including restaurants, cafes, and restaurants to prevent the spread of Covid-19. Changes in extreme situations have affected human behavior in everyday life. One of the most basic things is the need for food and drink. Apart from having an impact on restaurant and café operations, food health issues are also getting the main attention of people around the world. Based on reports in various mass media, it states that Covid-19 is a virus that originates from bats and causes respiratory tract infections such as fever, dry cough, headaches, dyspnea, pneumonia, and finally Severe Acute Respiratory Syndrome (SARS) in humans (Mohapatra et al., 2020). Therefore, to maintain the immunity of the human body, WHO urges people to consume healthier foods and avoid or reduce alcohol consumption. The increasing awareness of healthy food has influenced the rising demand for halal food. The United Kingdom Halal Monitoring Committee (HMC), a halal certifying body, reports that there has been an increase in demand for halal meat due to the outbreak in various countries (Prasidya, 2020). Besides, the phenomenon or trend of people starting to make their food at home, known as the "youtube home chef" during the pandemic, also indicates that Covid-19 influences people's eating behaviour. This phenomenon is undoubtedly exciting to study, especially from the approach to public consumption patterns.
When it comes to health concern issues, the Greek lifestyle has been implementing it for a long time. They call it the term "Diaita", which means food is consumed because of the nutritional value it contains. The principle of "Diaita" also regulates what foods should be avoided (Finkelstein, 2004). According to (Skrabanek, 1994), paying attention to health when consuming food is also a virtue. It confirms that a person should consume healthy foods in life.
In the 12th century, in China, eateries resembling taverns emerged in the hospitality, bar, and entertainment districts to cater to business travellers (Rawson & Shore, 2019). Likewise, in Japan, in the 1500s, the culture of eating in restaurants emerged from the tea shop tradition (Kumparan, 2020). The culture of eating in restaurants or dining-out is growing over time. It is believed that social factors dominate the dining-out behaviour. According to (Wood, 2004), apart from aiming to eat, there is an expectation that restaurants provide emotional satisfaction with status and belongingness. Meanwhile, (Finkelstein, 1989) argues that dining out in the postmodern era has more to do with fashion or concerning culinary appreciation.
Currently, technological developments also have an impact on the increasing trend of dining out. It once again proves that dining-out behaviour is closely related to social factors. The use of "celebrity endorsement" has also contributed significantly or around 25% to restaurant purchasing decision making (Wachyuni & Kusumaningrum, 2020). Another study states that restaurant interior and exterior design contributes up to 70% of purchasing decisions at restaurants. Meanwhile, promotions in the form of discounts also contributed 49%, especially for consumers in the beverage sector in cafes.

METHODOLOGY
This research is a descriptive study on changes in consumer consumption patterns from pre, during, and post-pandemic (possibility). The research method used is quantitative, with the sampling technique used is probability sampling with simple random sampling. Data collection was carried out in the period May-June 2020 using an online questionnaire distributed via Whatsapp broadcast messages to respondents living in Jakarta, Indonesia.
The incoming response is filtered by cleaning the data to eliminate incomplete responses. After data cleaning (preprocessing) is done, the number of valid and complete responses that can be continued to the analysis stage is 75 responses. According to Roscoe in (Sekaran & Bougie, 2016), the sample size which appropriates for must studies is more than 30 and less than 500. During the pandemic period or from May to June 2020. Questions are made based on the current situation that developed in society during the pandemic by considering various theories regarding factors that influence consumer behaviour, such as demographic, social, cultural, and psychological ( The research instrument uses multiple-choice answer options and to explore respondents' agreement, and several questions use a Likert scale (1-5) ranging from strongly disagree to agree strongly. Meanwhile, the data analysis techniques used include frequency distribution, percentage, and mean value.

Respondent profile
Based on the survey results (Table 1), respondents were dominated by women as much as more than 70%. This data explains that the interest of female respondents in filling out this questionnaire is higher than that of men. It might be because women are the primary determinant in providing food for the family at home so that they are more interested in the theme of food. Meanwhile, the majority of respondents' ages were in the range 21-30 years at 29%, followed by 31-40 years at 23%, and > 50 years at 17%. The educational background of the respondents was dominated by bachelor's degrees by 50%, postgraduate by 38%, and high school equivalent by 10%. Meanwhile, from a professional background dominated by students at 35%, private employees by 31%, and entrepreneurs by 13% of the population. The respondents who were married were 53% of the total respondents, more than the respondents who were single. Meanwhile, 43% do not have children and 34% have about one to two children. In terms of income, most of the respondents are of middle to upper level because they have an income above the regional average salary standard of > IDR 6,000,000, which is 50%.

Food Consumption Behavior: pre, during, and post-pandemic
Changes in consumption behaviour in this study are classified into three parts, such as during the pre, during, and postpandemic periods. This period was chosen to conclude and offer possibilities related to changes in people's consumption patterns, especially those related to eating habits.

Before the pandemic
Covid-19 first broke out in the world at the end of December 2019 in Wuhan China. Whereas in Indonesia, this epidemic was first officially announced on March 2, 2020 (CNN, 2020). So, the pre-pandemic period was in and before 2019. Before the pandemic, where the human movement was not restricted, eating out had become a habit of Indonesian society. The majority of respondents (41%) stated that they do dining out twice a week, 24% stated once a week, 21% once a month, and even 13% said it every day. Even so, they also continue to cook at home for a family or personal need.
Respondents who stated that they did cooking activities at home every day was 66%. Meanwhile, 12% of respondents did it once a week, 10% twice a week, and 10% of respondents did it only once a month. Meanwhile, the types of food purchased before the pandemic were non-organic (58%) and organic (41%). The consumption behaviour of pre-pandemic respondents can be seen in Table 2 below.

During Pandemic
During the pandemic, there are restrictions on activities outside the home, including dining-out activities. In Indonesia, especially in Jakarta, many restaurants and shopping centres (except supermarkets) are closed on the government's recommendation. Therefore, researchers identified changes in consumption habits during a pandemic, the results of which can be seen in Table 3. Based on the survey results, during an epidemic, most respondents or as much as 92% did their cooking activities every day. They also choose to process and cook fresh food (by 93%), frozen food (50%), cooked food delivery (40%), fast food delivery order (37%), dining-out (14%), and other means (1%).
The five types of food that are mostly purchased during a pandemic are fresh raw materials such as vegetables, fruit, meat, and others. Likewise, with groceries (80%), health drinks such as honey and herbal medicine (53%), frozen food (50%), and milk and processed products (50%). The consumption behaviour of respondents during-pandemic can be seen in Table 3 below. Respondents' preference for the type of food purchased is organic food for both fresh ingredients and groceries, with a percentage of the answers of 58.7%. The majority of respondents agreed 38.7%, 29.3% strongly agreed, and 21.3% somewhat agreed that the Covid-19 pandemic changed the respondent's diet to be healthier.

Post-pandemic (possibility)
The post-pandemic respondent's consumption behaviour is likely to continue to pay attention to health. Although the majority of respondents agreed and strongly agreed to continue cooking at home, 64% of respondents said they would return to dining out. As many as 65% said they would eat out less than three months after the pandemic was declared over. Three important aspects that were considered by respondents when dining out were the cleanliness of the place (84%), taste (56%), and its health benefits (36%). Predictions of the consumption behaviour of respondents in the post-pandemic can be seen in Table 4 below. Source: Primary data, 2020

The Changes in Food Consumption Behavior due to Covid-19 pandemic
Some of the findings of this study are related to changes in people's consumption behaviour after the Covid-19 pandemic, among others, an increase in the trend of cooking at home, an increase in the intention of consuming organic food, increasing awareness of food health, and increasing awareness of the importance of food quality and safety.
The increasing trend of home cooking Figure 1. shows that there is an increasing trend of cooking at home from pre-pandemic and during the pandemic. The data shows that respondents who cook every day have a significant increase of 79%, while those who cook less frequently are decreasing. Figure 2 shows that there is an increase in the intention to consume organic food during the pre-pandemic during the pandemic, which offers a significant increase of 17.4%. Although it is predicted that there will be a decrease in postpandemic intention by 5.4% from the during-pandemic period, it is still 12% higher than the pre-pandemic period. Organic food is food that is not genetically modified and produced naturally and does not use chemicals such as pesticides and fertilizers (Chen, 2007).   Increased awareness of health factors as an essential aspect of choosing food is also seen in the research data. Figure 3 shows that the percentage increase was seen from the average value of the respondents' answers, where 4.06 (agree) increases to 4.51 (strongly agree).

The increase of organic foods consumption and interest
Increased awareness that food quality and safety is an essential aspect of choosing food Figure 4: Awareness of the food quality and safety is an essential aspect of choosing food Source: Primary data, 2020 In Figure 4, it can be seen that the number of respondents who responded strongly agreed that food quality and safety were important factors that consistently increased. Based on the results of data analysis, the average response value of respondents in the pre-pandemic was 4.39, increasing during the pandemic to 4.45. It shows the respondent's agreement that food quality and safety are essential aspects of choosing food.

DISCUSSION
Based on respondent profile data, the majority of respondents are dominated by women of productive age ranging from 21-40 years old. According to the generation theory, this age range can be categorized as generation Y or millennial generation, namely those born between 1982-2000 (Howe & Strauss, 2000). Slightly different, (Martin & Tulgan, 2002) categorize millennial generation as those born between 1981-1999.
Respondents involved in this study were dominated by women and millennials, with professional backgrounds as students and private employees. Most of the respondents were married but did not have children, while others had one to two children. According to the income issue, most of the respondents are included in the upper middle level because they have an income more than the standard salary of workers in Jakarta of IDR 4,267,349.00 (Aida, 2020). Apart from being fluent in technology, they also have a very reactive character to the changes in the environment that occur around them and consider family factors in their every decision making (BPS, 2018).
Food is a human physiological need. (Montanari, 2006) states that a person can eat whatever he wants, but when choosing food, one can determine based on the economic dimension, nutrition, or symbolic value of the food itself. Meanwhile, according to (Seymour, 2004), choices and tastes are more than just personality but are constructed by social factors. Meanwhile, according to (Armstrong et al., 2014), consumer behaviour is influenced by demographic, social, cultural, and psychological factors.
Without intending to exaggerate the feminist side, the dominance of women involved as respondents is believed to have influenced the survey results. (Wood, 2004) states that the majority of women play a role in buying and choosing food for family consumption. It is often seen as a burden not as power because in choosing one needs to consider taste, cost, variety, and nutritional value. It means that the role of women also affects food preferences at pre, during, and post-pandemic.
The results of this study prove that health factors influence the respondent's eating behaviour. The most significant change reaching 79% in the pre-pandemic and during the pandemic is the trend of cooking at home. This increasing trend is

S T R O N G L Y A G R E E A G R E E Q U I T E A G R E E D I S A G R E E S T R O N G L Y D I S A G R E E
Pra-Pandemic During-Pandemic