Factors influencing males’ loyalty toward functional foods during the COVID-19 pandemic

Sik Sumaedi, Sumardjo Sumardjo, Amiruddin Saleh, Agus Fanar Syukri

Abstract


Covid-19 is a serious issue nowadays. Several studies showed that male was more vulnerable to Covid-19 than female.  Functional food consumption can be used to overcome Covid-19 since it boosts someone’s immune system and reduces the risk of contracting non-communicable diseases simultaneously. It is important to improve males’ functional food loyalty during the Covid-19 pandemic. However, there is lack of research on males’ functional food loyalty during the Covid-19 pandemic, Given this, this research aims to test the effect of perceived threat of Covid-19, perceived benefit of functional food related to Covid-19, e-health literacy, digital health communication media usage, attitude toward functional food, functional food accessibility, and social influences - injunctive norm and descriptive norm – on males’ functional food loyalty during the Covid-19 pandemic. This study collected data through a survey. It involved 204 male respondents in Banten, Indonesia. This research found that males’ functional food loyalty during the Covid-19 pandemic was significantly and positively affected by attitude toward functional food, injunctive norm, food accessibility and digital health communication usage. However, males’ functional food loyalty during the Covid-19 pandemic was not significantly affected by the perceived threat of Covid-19, perceived benefit of functional food related to Covid-19, descriptive norm and e-health literacy.




DOI: http://doi.org/10.11591/ijphs.v11i1.20886

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International Journal of Public Health Science (IJPHS)
p-ISSN: 2252-8806, e-ISSN: 2620-4126

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