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Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities

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  • Jie Yin
  • Youcheng Chen
  • Yingchao Ji

Abstract

The coronavirus disease (COVID‐19) outbreak has raised consumer concerns about health. By employing 306 online questionnaires, we identify COVID‐19's effect on online organic agriculture product consumption and rural health tourism intention based on stimulus‐organism‐response theory and event system theory by incorporating risk information disclosure of COVID‐19 as the moderating variable and health consciousness and risk perception as the mediating variables. These findings suggest that considering the impact of COVID‐19 can help focus the production and online sales of organic agricultural products, the establishment and improvement of rural health facilities, and the marketing of rural health tourism.

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  • Jie Yin & Youcheng Chen & Yingchao Ji, 2021. "Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1156-1171, July.
    • Handle: RePEc:wly:mgtdec:v:42:y:2021:i:5:p:1156-1171
    DOI: 10.1002/mde.3298
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    1. Liyun Zeng & Rita Yi Man Li & Xuankai Huang, 2021. "Sustainable Mountain-Based Health and Wellness Tourist Destinations: The Interrelationships between Tourists’ Satisfaction, Behavioral Intentions, and Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    2. Jianying Xiao & Qian Wang & Jinjin Dai & Bin Yang & Long Li, 2023. "Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    3. Jing Wang & Yi Wang & Yinchun He & Zhangxiang Zhu, 2022. "Exploring the Factors of Rural Tourism Recovery in the Post-COVID-19 Era Based on the Grounded Theory: A Case Study of Tianxi Village in Hunan Province, China," Sustainability, MDPI, vol. 14(9), pages 1-15, April.

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