Sustainability and crisis: Shifting consumer preferences for food products under the influence of the COVID-19 pandemic in Germany

This study analyses the dynamics of consumer sustainability preferences, and willingness-to-pay (WTP) for fresh tomatoes in Germany, under the influence of the external COVID-19 pandemic shock. Employing a hybrid latent variable model, we determine consumer behavior and attribute valuation, considering preference heterogeneity and attribute non-attendance (ANA). Our findings reveal significant shifts in consumer preferences and WTP before and after the pandemic-induced lockdown. While consumers revealed a higher mean WTP for sustainability attributes pre-lockdown, a decline in WTP, notably for organic quality, was observed during the lockdown, indicating increased price sensitivity during the situation of economic uncertainty. However, German origin retained high monetary valuation, emphasizing consumers' support for local produce during crises. The analysis of the ANA structures revealed that the processing strategies for the attributes changed during the lockdown, with increased attention being paid to product origin and packaging. This illustrates which attributes and thus cultivation systems are more and which are less resistant to crises and what policy implications can be derived from the results.