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Factors influencing millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic

Sik Sumaedi (National Research and Innovation Agency of the Republic of Indonesia, Jakarta, Indonesia)
Sumardjo (IPB University, Bogor, Indonesia)
Amiruddin Saleh (IPB University, Bogor, Indonesia)
Agus Fanar Syukri (National Research and Innovation Agency of the Republic of Indonesia, Jakarta, Indonesia)

British Food Journal

ISSN: 0007-070X

Article publication date: 29 October 2021

Issue publication date: 9 August 2022

739

Abstract

Purpose

During Covid-19 pandemic, Millennials, which are familiar with the Internet, may contribute in facing the pandemic by consistently sharing healthy food information. Thus, it is important to improve Millennials online healthy food information-sharing behaviour during the Covid-19 pandemic. This research aims to examine the simultaneous effects of e-health literacy, knowledge of the digital health communication media (DHCM) use, facilitating conditions, information quality and source credibility on Millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic.

Design/methodology/approach

A survey was performed to collect the data. The respondents of the survey are 205 DHCM millennial users who lived in Tangerang Regency and Tangerang City, Indonesia. This research performed a multiple regression analysis to test the conceptual model and proposed hypotheses.

Findings

Millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic was significantly affected by perceived threat of Covid-19, knowledge of the DHCM use and the facilitating conditions. However, it was not significantly affected by e-health literacy, information quality and source credibility.

Research limitations/implications

This research employed a purposive sampling technique. This research also was conducted only in Tangerang Regency and Tangerang City, Indonesia. In order to test the stability of the research findings, future research should be conducted in other contexts.

Practical implications

In order to improve Millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic, it was essential to educate Millennials on the importance of healthy food consumption during the Covid-19 pandemic and their relationships. It is also important to enrich Millennials' knowledge of reliable and trustworthy online health information sources, such as the DHCM, and the search method. Furthermore, the facilitating conditions of online healthy food information-sharing behaviour should be improved.

Originality/value

It is well known that online healthy food information-sharing behaviour is important during Covid-19 pandemic. However, there is lack of study that specifically focused on Millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic. This paper is the first that develops and tests a model of Millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic. The model can be used to understand the behaviour and develop intervention strategy.

Keywords

Citation

Sumaedi, S., Sumardjo, Saleh, A. and Syukri, A.F. (2022), "Factors influencing millennials' online healthy food information-sharing behaviour during the Covid-19 pandemic", British Food Journal, Vol. 124 No. 9, pp. 2772-2792. https://doi.org/10.1108/BFJ-06-2021-0656

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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