RESUMEN
The dynamic development of e-commerce in the foodservice market has been observed in recent years (especially during the COVID-19 pandemic), both in Poland and in other countries. The purpose of the study was to determine the characteristics of e-foodservice customers, identify their motivations for ordering food online and the nutritional consequences of such actions, as well as recognize the influence of consumers’ s-commerce activity on their foodservice market behavior. The study was carried out using the CAWI method on a sample of 1018 adult Poles. With the use of cluster analysis, three consumer segments were distinguished: frequent e-commerce users (221), moderate users (400), and sporadic users (397). The results indicate that frequent users of e-commerce in the foodservice market are slightly more often young and educated men who work full-time, have a higher than average income, and live in a large or medium city. In their own opinions, frequent users are the most concerned about proper nutrition, but despite such declarations, their nutritional quality is inferior to other groups. Compared to other segments, they are the most socially active and show the greatest commitment to s-commerce activity, which influences their purchasing intentions and behaviors.
RESUMEN
The aim of the study was to examine whether, and to what extent, fear of contracting Covid-19 and compliance with the mandatory rules of isolation affected Polish adults' nutritional behaviors. The online study was carried out during the first wave of the pandemic on a sample of 926 adults. Through cluster analysis, three groups of respondents were isolated: 1. People who fear a Covid-19 infection and follow the isolation rules (FFR), 2. People moderately afraid of the disease and following the rules loosely (MFFR), 3. People who are not afraid of the infection and do not follow the rules of isolation. (NFFR). The clusters were profiled with consideration of different aspects of eating behaviors as well as socio-demographic and economic features. The results of the study show a close relationship between the level of fear of contracting Covid-19 and the degree to which isolation rules are followed. These two factors were found to have a significant impact on eating behaviors, such as food purchases, eating patterns, and levels of consumption. It was stated that the FFR group changed their eating behaviors the most in terms of food purchasing, eating habits (excluding diversity and quality of diet), and food product consumption. The greatest stability in the majority of the analyzed areas of nutritional behaviors was observed in the MFFR cluster. The NFFR group shown the greatest decrease both in regularity and quality of their meals. This group also exhibited a significant increase in the consumption of alcoholic beverages. The results of the study can be useful in the decision making process when introducing restrictions or managing information. They also point to the need for extensive nutritional education focused on explaining the relationship between nutrition and health during a pandemic.