Risk preference, risk perception, and purchase recovery period: Empirical evidence from salmon contamination of COVID-19 in China

Abstract This paper investigates the recovery period of consumer salmon purchase intention after food scares at the Xinfadi wholesale market in China during the COVID-19 pandemic and examines the impact mechanism of risk preference and risk perception on the period duration. Our empirical analysis is based on a survey of 655 salmon consumers in Beijing, Tianjin, and Shanghai. We estimate that the purchase intention recovery period lasts 21 weeks among the surveyed consumers after the shock. Although the epidemic risk levels of the three cities are different, there is a significant difference only in the recovery period from 5 to 7th weeks. The Cox proportional hazards model results further show that consumers with less risk-averse are more active in resuming purchase intention, and the effect of risk perception is just the opposite. Moreover, risk perception has a moderating effect on risk preference and recovery period. Finally, we put forward three possible policy implications: attaching nucleic acid detection certificate, strengthening cold chain management, and diversifying cooking methods.