The willingness of consumers to pay for fruit and vegetables: does crisis-related health like COVID-19 matter

Consumption of vegetables and fruits is increasing, especially amidst COVID-19, when there have been noticeable and significant changes in consumption behaviours. Consumers' willingness to pay (WTP) for immune-boosting vegetables and fruits during COVID-19 depends mainly on motivational factors and perceptions, though research on these influences remains limited. This paper aims to identify motivating WTP factors and use an ordered probit model to elicit consumer behaviour in a market situation. Our results show that awareness of immune-boosting fruits and vegetables positively and significantly influences consumers' WTP, with some consumers willing to pay up to 140% higher prices. These findings suggest that during health crises, people are more likely to pay a higher price and consume foods that boost the body's immunity, potentially fostering long-term changes in consumption behaviour. The insights of our findings provide a prerequisite for future research on choices of fruits and vegetables amid and after pandemic health-related crises.