The economic crisis caused by the COVID-19 pandemic has effected the global economy, with the main changes expected to affect human life in the future, including food consumption. However, could this pandemic be assumed as a threshold for the suspension of the usual rules behind food choices? This review highlights the changes in food choice motivations before, during, and after the pandemic that have been reported in the literature to date to answer the research question on the changes in food choice motives caused by the pandemic to consumers worldwide. The review comes up with ten key food motives important for consumers, namely health, convenience, sensory appeal, nutritional quality, moral concerns, weight control, mood and anxiety, familiarity, price, and shopping frequency behavior; these motives continue to be significant in the post-pandemic era. Our findings indicate that it is too premature to give definite answers as to what food choice motives in the post-COVID-19 era will be like. Consumers’ perceptions and attitudes toward food in the new era are contradictory, depending on the country of the study, the average age, and the sex of the study group. These controversial results illustrate that, for food consumption, motives depend on the population being searched, with changes identified occurring in two directions. The definite answers will be given in three to five years when the new conditions will be clear and a number of studies will have been published. Even though it is too early to fully understand the definite food choice motive changes, defining a “new” index of consumer satisfaction is necessary since it can alter the food sale strategies of retail managers, food companies, and the other parties involved in the agri-food chain.

The recent consecutive economic and social crises impose sustainable “from farm to fork” food chain management to feed the global population. In this study, we investigated the price perceptions of young consumers (Gen Z) in purchasing foods in Greece to find out the determinants ensuring sustainable, future food consumption. We used eight overall price perception determinants, five with negative roles, namely value and price consciousness, coupon and sales proneness, and price mavenism, and three with positive roles, namely price–quality, price–value, and prestige–sensitivity for the formation of the study’s questionnaire. A total of 514 students (Gen Z, 85%) answered the questionnaire, promoted through the Google platform during September and October 2023. The data were analyzed with statistical tools, combining cross and chi-square tests. Between the negative determinants, the “value consciousness” price perceptions (71.02%) were the most important parameters in purchasing food, followed by “price consciousness” (55.02%) parameters. “Coupon proneness”, 48.4%, and “sales proneness”, 49%, were equally lower, while “price mavenism” parameters were minimally preferred by only 26.4% of the participants. Participants exhibited a major preference for the “value to price” interconnection (66.7%), such as good value for money, value exceeding a product’s price, and overvalued low-priced foods, while their preference for the “quality to price” interconnection was significantly lower (48.8%), such as in terms of getting what you pay for, more money for better quality, and priced, quality foods. The “prestige–sensitivity” price perception was outside of their preferences in terms of food purchasing (only 7.1%). Our findings indicate that young consumers (Gen Z) pay more attention to the values of negative and positive parameters concerning price perceptions when purchasing food rather than quality, coupons and sales, low prices, and mavenism, or even the prestige of the foods. This means that value issues such as the perceived environmental impact (green value), the climate crisis, the social signaling potential, and others are significant concerns, including their price perceptions for food purchases.

We are already more than year away from the pandemic period, followed by a year within a global economic crisis and a war in Ukraine, with the marks and the changes caused in all parameters of life becoming clear now including food choice motives of citizens worldwide. In this study we investigate the changes in food choice motives caused by the pandemic to college students in Greece in the 10 key food motives namely health, convenience, sensory, appeal, nutritional quality, moral concerns, weight control, mood and stress, familiarity, price, and shopping frequency and behavior. A self-response questionnaire survey was carried out in January to February 2023 on a sample of 1017 college students’ participants through the Google platform. Basic statistical tools, combined with cross and Chi-square tests were used in order to analyze the collected data. The results show that students exhibit quiet and very important preferences on health, convenience, weight control, and mood and stress. Food choices related to sensory appeal, nutritional quality, and familiarity is of less importance for the students, similarly to ethical concerns expect the environmental impact of the food which is high to their concern. The motive which continues to have the highest concern for students before and after the pandemic is price looking for value for money food (88.8%), not to be expensive (80.7%), and be cheap (78.7%). The shopping frequency and behavior motives, which were changed during the pandemic, have now returned to the motives of the pre pandemic period, with purchase of foods from supermarket (29%), local grocery (37.6%), and only 12.3% via online, and 20.4% by delivery, weekly or every two weeks. They prefer to cook at home full meals is now very high reaching 74.4%, avoiding eating at a restaurant or fast food (only 27% positives answers). Our findings indicate that students have already returned to their food choice motives of the period before COVID-19 except the home cooking food which is now high in their preference.

We are already more than year away from the pandemic period of COVID-19; its effects and the changes it caused in our lives are becoming ever clearer, and these effects include our food choices and motives. In this study, we investigated changes in food choice motives due to the COVID-19 in college students in Greece; we used the 10 key food motives, namely health, convenience, sensory pleasure, appeal, nutritional quality, moral concerns, weight control, mood and stress, familiarity, price, and shopping frequency and behavior. A sample of 1017 college students answered the questionnaire survey through the Google platform, conducted in January to February 2023. The collected data were analyzed with statistical tools, combining cross and chi-square tests. The students exhibited subtle and very important preferences in terms of health, convenience, weight control, and mood and stress. Food choices related to sensory appeal, nutritional quality, and familiarity were of less importance for the students, similarly to ethical concerns; concern regarding the environmental impact of the food was greater than expected. The motive which continues to be of the highest concern for students before and after the pandemic is price; the students look for value for money in food (88.8%), inexpensiveness (80.7%), and cheapness (78.7%). The shopping frequency and behavior motives, which changed during the pandemic, have now returned to the preferences of the pre-pandemic period, with the purchasing of foods distributed between supermarkets (29%), local grocery stores (37.6%), online (12.3%), and by delivery services (20.4%), weekly or every two weeks. College students’ preference for cooking full meals at home is now very high, reaching 74.4%; students mostly avoid eating at restaurants or eating fast food (only 27%). Our findings indicate that students have already returned to their food choice motives of the period before COVID-19, except with regard to home-cooked food which now ranks higher in their preferences.

The recent consecutive economic and social crises impose sustainable “form farm to fork” food chain management to feed the global population. In this study we investigate young consumers (Gen Z) price perceptions in purchasing foods in Greece to find out the determinants ensuring sustainable, future food consumption. We used 8 overall price perceptions determinants, 5 with negative roles namely value & price consciousness, coupon & sales proneness, price mavenism and 3 with positive roles namely price-quality, price-value, and prestige-sensitivity for the formation of the study’s questionnaire. A total of 514 students (Gen Z by 85%) answered the questionnaire, promoted through the Google platform during September and October 2023. Data was analyzed with statistical tools, combining cross and chi-square tests. Between the negative determinants the “value consciousness” price perceptions (71.02%) were the most important parameters in purchasing food, followed by “price consciousness” (55.02%) parameters. “Coupon proneness” by 48.4% and “sales proneness” by 49% parameters were equally lower to the participants’ references, while “price mavenism” parameters were minimally preferred by only 26.4% by the participants. Participants exhibited major preference for “value to price” interconnection (66.7%) such as for good value for money, value exceeding its price, overvalued low priced foods, while their preference for “quality to price” interconnection was significantly lower (48.8%) such as for getting what you pay, more money for better quality, priced quality foods. The “prestige- sensitivity” price perception was out of their preference for food purchase (only 7.1%). Our findings indicate that young consumers (Gen Z) pay more attention to the value negative and positive parameters concerning price perceptions for food purchase rather than quality, coupons & sales, low price, and mavenism or even prestige of the foods. This means that value issues such as the perceived environmental impact (green value), the climate crisis, the social signaling potential and others are high in their concerns for their future including their price perceptions for food purchase.