Linking post-COVID-19 distress with health beliefs and online food purchasing behavioral intentions: A Malaysian context

Personal distress, an emotional response to social change, can influence consumer behavior. This study explores how post-COVID-19 distress affects online food purchasing (OFP) through the Health Belief Model (HBM). Analyzing data from 400 online food patrons, findings reveal that distress significantly shapes health beliefs and indirectly predicts OFP. HBM factors, such as perceived benefits and cues to action, further enhance OFP outcomes. The study extends HBM by incorporating distress as a key psychological mechanism, offering insights into its role in digital consumer engagement. Theoretical and practical implications of post-pandemic distress in shaping online purchasing behavior are discussed.