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Open Journal of Business Entrepreneurship and Marketing

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Impact of COVID-19 on Consumer Behavior in Fresh Food Ecommerce: A Data-Driven Study
Author's Details

Name: Mita Khatun

Email: mitakhatun1923028@gmail.com

Department: Department of Building Engineering and ConstructioKhulna University of Engineering and Technology

Affiliation Number: 1

Address: Khulna-9203

Affiliations

1 Department of Building Engineering and ConstructioKhulna University of Engineering and Technology, Khulna University of Engineering and Technology, Khulna-9203

Abstract
The COVID-19 epidemic has had a significant impact on customer behavior, especially in the ecommerce industry for fresh foods. To understand how the crisis altered buying habits, hoarding tendencies, and demographic reactions, this study examines a dataset of 5,000 transactions from a Bangladeshi e-commerce platform that spans pre-pandemic and pandemic periods. According to the research, there was a noticeable shift toward digital transactions and a sharp increase in online fresh food purchases throughout the pandemic, with sales volumes rising by more than 200% in some areas. Fears of shortages and supply chain disruptions caused hoarding behavior, which was previously uncommon, to rapidly increase, particularly among customers between the ages of 18 and 65. The most hoarded foods were fruits, vegetables, dairy, eggs, and meat, indicating a desire for wholesome, perishable items. Despite the fact that the majority of customers did not engage in panic buying, gender analysis revealed that hoarding was common across all categories. Due to logistical challenges and shifting priorities for purchases, the survey also shows a notable rise in delivery delays and greater order values among hoarders. Consumers prioritized safety, convenience, and food security as a result of these behavioral changes brought on by lockdown procedures, public health concerns, and the closing of traditional food shops. The research emphasizes how important data-driven analysis is to comprehending changi...

Keywords: 

Fresh food E-commerce, Consumer behavior, COVID-19 impact, Pandemic effect, Data-driven analysis

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This article is Open Access CC BY-NC
Article Information
Article Type
Research Paper
Submitted
25 October, 2025
Revised
09 September, 2025
Accepted
16 October, 2025
Online First
25 October, 2025
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