The association between the COVID-19 pandemic and the wildlife trade in the seafood market in Wuhan has raised public concern regarding wildlife consumption and public health safety. Considering several coronavirus transmission incidents related to aquatic products and the location of wild freshwater fish in aquatic consumption in China, the effects of COVID-19 on the purchase intention of wild freshwater fish was investigated. Based on 1163 online questionnaires from eight provinces (including two province-level municipalities) in the Yangtze River Basin, ordered logistic regression was carried out to analyze the influencing factors of purchase intention of wild freshwater fish during the COVID-19 pandemic. The empirical results indicated that the COVID-19 pandemic had changed consumers' perceived risk and purchase frequency of wild freshwater fish. External stimulus caused by the COVID-19 pandemic had little influence on perceived risk and purchase intention. Consumer preference had a significant impact on perceived risk and purchase intention. Therefore, efforts should be put to strengthen the popularization of aquatic product knowledge, guide the public to develop scientific and civic eating habits, and improve the traceability system of aquatic products. [EconLit Citations: D12-Consumer Economics: Empirical Analysis, Q22-Fishery; Aquaculture].
Keywords: perceived risk; purchase intention; the COVID‐19 pandemic; wild freshwater fish.
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