1. Introduction
The pandemic caused by a new type of coronavirus (SARS-CoV2) has reshaped the world. At both global and national levels, it has caused huge changes both in politics and economics, including the agricultural sector and the food industry, from producers, manufacturers, and traders to consumers. It is questionable which of the changes resulting from the disease control measures introduced will be permanent and to what extent.
In Hungary, a state of emergency was declared by the Government on 11 March 2020, which led to the introduction of a special legal order [
1]. This legal order has already been extended several times and, at the time of writing this article, under the Act XL of 2021, the Act I of 2021 about the special legal order will expire on the 15th day after the first day of the autumn session of Parliament [
2]. Over the past year, several restrictions and protective measures have been introduced, such as mandatory wearing of masks in public places, shops, and public transport; curfews; and the limitation of the number of customers in shops. In higher education, online education started as soon as the emergency was declared in 2020, and primary and secondary schools also switched to online education at the end of last year. Travel restrictions were also implemented, for both Hungarian and foreign citizens [
3]. After 30 April 2021, vaccinated citizens are allowed to enter indoor restaurants and entertainment areas, using their vaccination certificate card to enter [
4]. As the number of people vaccinated with at least the first dose exceeded 5.5 million, almost all restrictions have been lifted, including the mandatory mask wearing in stores, public transport, and public places [
5].
Despite the fact that the restrictions and protective measures were based on the recommendations by many national and international professional organizations (e.g., World Health Organization (WHO)) and have proven to be effective in other countries, there is skepticism about them among some groups of Hungarian citizens and there is also a doubt about the vaccines used. Several doctors and health professionals who call themselves “epidemic critics” have spoken out against the restrictions and vaccination. They also set up protest pages and groups on social media, the most popular of which had over 100,000 followers at the time of its shutdown [
6]. At the end of February, a demonstration was also organized against the restrictions and the vaccination [
7]. Currently, the main issues among these groups are the disadvantages of not having a document proving immunity (vaccination certificate card), questioning the effectiveness of vaccines, and spreading fake news about their serious side effects.
The pandemic and the restrictions affected every aspect of everyday life, including shopping. When the restrictions and the protective measures were introduced, consumers started panic buying and stockpiling, causing shortages of many items such as flour, sugar, and fresh meat. Customers preferred to visit smaller stores rather than larger super- and hypermarkets and preferred to pay by card rather than cash [
8]. The least purchased products were clothing, handcrafted products, and unpacked bakery products [
9]. Bread consumption in Hungary had already fallen from 44.5 kg/capita to 34.4 kg between 2010 and 2018 [
10], while the popularity of white bread also decreased, from 76% to 61% between 2007 and 2017 [
11]. It is questionable whether the pandemic has exacerbated these downward trends, as home bread and pastry making has become very popular while the number of purchases of bakery products has decreased. Based on the work of Sikos and co-workers, this may be due to the abstention from unpackaged food products [
9]. Despite the downward trend, this is still a large quantity, so the quality of bread and other bakery products available in stores is a major issue.
In Hungary, bread is most often found in stores in its unpackaged form, which, together with other unpackaged food products, raises food safety and quality issues. As ready-to-eat products, bread and bakery goods are usually consumed without reheating. Packaged breads have been proven to remain microbiologically safe and retain their desired sensory properties for longer, thus extending their shelf life [
12]. Properly handled bread and bakery goods do not pose a risk due to the high baking temperature and the adequate moisture content, but the potential for post-process surface contamination is high. Due to inadequate storage conditions and hygiene, products can be contaminated with various mold species (e.g.,
Rhizopus sp.,
Penicillium sp.) and bacteria (e.g.,
Bacillus subtilis,
Bacillus licheniformis), which can cause foodborne illnesses [
13]. For other foods, ready-to-eat salads sold on self-service counters and fresh, unpacked fruit and vegetables can pose a food safety risk due to their microbial load (e.g.,
Escherichia coli, Bacillus cereus,
Clostridium perfringens). To prevent these illnesses, it is advisable to educate both store staff and consumers about the proper storing and handling of these products, and to apply controlling and monitoring systems in the stores. [
14,
15]. Despite the fact that the possibility of spreading the new type of coronavirus through food is not significant [
16], increased attention must be paid to hygiene standards.
Uncovering people’s minds about different topics has always been a critical question for researchers. Different surveys [
17], focus group interviews [
18], or ConJoint analyses [
19] are available to complete such studies. Among these many options, the ConJoint-based Mind Genomics showed an increasing trend and success in the past decades thanks to its flexibility and wide range of applications. Mind Genomics was developed by Dr. Howard Moskowitz and introduced in 2006 [
20]. Similar to ConJoint analysis, it requires a topic, a set of questions coupled with possible answers to create hypothetical products, services, or short stories, which are rated on a predefined rating scale. It has been applied in various fields, such as uncovering the mind of consumers regarding meat analogues [
21], people’s reaction to COVID-19 restrictions [
22], insect-based foods, [
23] or consumer perception of health loss [
24]. In the past few years, Mind Genomics followed international trends and has been transferred to mobile applications under the name of BimiLeap
®. Mind Genomics (and therefore BimiLeap
®) shares some similarities with ConJoint analysis, except that BimiLeap
® creates a special experimental design that presents 24 unique vignettes to each participant in an online, platform-independent way.
As mentioned earlier, unpackaged bakery products present some questions regarding the spread of COVID-19 or other infections. Therefore, we aimed to map consumers’ attitudes towards purchasing food products during the pandemic using BimiLeap®. Through BimiLeap® we aimed to identify different mindsets based on predefined elements answering the questions where and how to purchase different types of bakery products under different restrictions and protective measures.
3. Results and Discussion
3.1. Results of the Total Panel, Gender, and Place of Residence
The questionnaire was completed after the tightening in March 2021 (curfew extension, closure of stores and schools), before the introduction of the relaxations predicted after reaching 2.5 million people vaccinated with at least the first dose.
Table 3 shows the results of the total panel, and results disaggregated by gender and by type of residence.
Since the coefficients and their differences were too small, it was not possible to draw any firm conclusions from the results of the total panel. In general, locally packaged products were considered the safest. The respondents were skeptical about the restrictive measures, none of which were considered really safe. Of the types of stores, they were most confident in the safety of hypermarkets and supermarkets.
Comparing women and men, the coefficients showed that men perceive online shopping to be much safer than women, but among shopping locations, hyper- and supermarkets were considered to be equally safe. While men considered all types of packaging as safe, women were more doubtful about frozen products. The only significant difference between men and women was found in the case of purchasing in a bakery, which was considered less safe by men.
Residents of the capital city considered online shopping to be the safest, and they trusted unpacked and in-store packaged bakery products the most. The latter was also true for people living in cities, but they thought that shopping in a small shop was the safest. Those living in towns thought that ordering online and using public transport to get to the shop were the safest and had the greatest trust in shopping in hypermarkets and supermarkets. People living in villages also thought that hypermarkets and supermarkets were the safest places to shop and having a friend or family member do the shopping and deliver the product to their homes was the safest.
Looking at the results of the total panel, respondents did not consider any of the listed protective measures to be safe and had less trust in bakeries and frozen products.
Men did not consider it safe to buy bakery products from a bakery, and did not consider the lack of protective measures or the mandatory disinfection of their hands to be safe. Women did not consider either measure to be particularly safe and, unlike men, they did not trust frozen products.
Respondents living in the capital were generally neutral about almost every element: The small coefficients suggest that they did not consider them safe or unsafe. City residents, on the other hand, did not consider any way of purchasing bakery products to be safe, especially if the products were taken home by a friend or family member. They also did not consider hypermarkets and bakeries to be safe, and they had a lack of trust about the limitation of the number of customers in stores. People living in towns also considered to be the least safe if they did not buy the product themselves, and if there were no protective measures in force. Villagers completely rejected frozen products and did not consider any of the protective measures to be safe.
3.2. Identifying Mindsets
The emergent mindsets showed three distinct groups (
Table 4). Mindset 1 appeared to have more trust in supermarkets, mostly when they go shopping themselves, Mindset 2 appeared to have more trust in the protective measures in the stores and products packaged in-store, whereas Mindset 3 appeared to have more trust in every type of the products, especially if they order them online. The three mindsets showed completely different pictures about what they consider safe:
Mindset 1:
I go to the store myself on foot/by car
Supermarket
Product packaged in the store
Limitation of the number of people in the store
Mindset 2:
Mindset 3:
As the final part of the questionnaire, respondents were asked an optional open-ended question, which was “What is your opinion on the restrictive/protective measures currently in place?”. The obtained results were supported by the short text responses to this question, some of which are shown in
Table 5. Based on the comments, we concluded that people would have not supported the relaxations at the time of the completion of the study.
3.3. Response Time
BimiLeap
® enables the researchers to conduct an evaluation of the response times of the participants. Response times are measured similarly to the ratings, e.g., each vignette receives a response time value, which is the time in seconds from the presentation of the vignette to the statement of the response (e.g., clicking on the rating). As these values have significant information content, the response times were also extracted and are presented in
Table 6. Higher results mean a longer time needed to answer a vignette that contained the given element. Elements that are selected quickly are the main factors in the creation of a “gut response”, which is a reaction to a situation based on a person’s instinct and feelings, rather than on a logical analysis. The highest values for total panel were registered for elements “Convenience store” and “Frozen product”, meaning that participants required the longest time (e.g., it required a higher cognitive load) to answer vignettes containing these elements. The shortest times were recorded for the protective measures, meaning that these elements were easy to answer, and participants did not need a long time to formulate their ratings.
Regarding mindsets, Mindset 1 had the shortest response times all related to packaging (“Product packaged in the store” and “Product without packaging”, 1.1 and 1.2, respectively). Members of Mindset 1 rated these elements the fastest, while the longest time was needed to answer vignettes containing the elements “Hypermarket” or “Mandatory wearing of masks and distance keeping in the store”.
Mindset 2 needed the longest times to rate the vignettes. Generally, the elements performed similarly (coefficients around 1.4) but “Product without packaging” and “Frozen product” were rated more slowly (1.8) compared to the other elements.
The highest range in the response times was observed for Mindset 3, where the fastest ratings were registered when elements “No protection measures in the store” or “Mandatory wearing of masks and distance keeping in the store” were presented (1.1 and 1.2, respectively), while “Hypermarket” and “Frozen product” required the longest time to answer.
From these results, the sharpest differences were observed between Mindsets 1 and 3, while Mindset 2 served as an in-between segment. These sharp differences were expressed mainly with elements about protective measures, which needed longer response times from Mindset 1 than 2.
4. Conclusions
Restrictions due to COVID-19 have been in force since March 2020 in Hungary, and the study was run at the peak of the pandemic’s third wave. The obtained data showed that shopping routines have changed. Although many risk factors play a role in the transmission of the virus, different consumer groups can be defined based on what they consider the most unsafe. Such information can be used (1) to understand people’s motives and (2) to define protective measures. In the presented study, we analyzed bakery goods, but these results can be transferred to other goods as well, as the introduced methodology enables us to do so.
There were no significant differences among consumers’ attitudes based on the traditional socio-demographic descriptors, which did not show significant differences among consumers; however, the mindset-based classification was able to identify the most discriminating elements. The three identified mindsets covered people who considered bakery products themselves as the highest risk (Mindset 1), people who considered the purchase method as the highest risk (Mindset 2), and people who considered being in the store as the highest risk of a potential infection (Mindset 3).
Further studies should be made to uncover how these events and restrictions have affected consumer behavior, in particular, how these patterns persist after the pandemic is over. To our knowledge, there has been no similar study conducted in the international literature. Comparisons among different cultures might give different results, since, in many countries, bakery products are sold as packaged products, which raises fewer food safety issues compared to the ones without any packaging.