The global impact of the COVID-19 pandemic has significantly influenced individuals' dietary choices and food-buying behavior. Present research specifically delves into the alterations in fruit and vegetable (F&V) consumption among consumers in Serbia during the pandemic. The study employs an extended model of the theory of planned behavior (TPB), incorporating the construct of consumers' knowledge to comprehensively explore behavioral changes. Conducted in the first half of 2020, the study engaged 479 participants from Serbia, using an online questionnaire for data collection. Structural equation modelling was employed for a thorough analysis of the gathered responses. The main outcome revealed a noteworthy connection between consumers' knowledge and their attitudes, subjective norms, and intentions regarding F&V consumption. Subjective norms significantly influenced consumers' desire to increase F&V intake during and after the outbreak. These intentions aligned with actual behavior changes, indicating a shift toward higher F&V consumption. Consumer knowledge also notably shaped attitudes and behaviors regarding F&V intake. Notably, the TPB proved valuable in predicting and understanding these dietary shifts during global crises like the pandemic. These insights not only bolster healthier eating habits but also have broader implications for public health. Understanding consumer behavior dynamics during crises like COVID-19 is crucial for crafting effective strategies to promote overall human health and well-being.
Keywords: COVID-19; consumers; fruits; structural equation modelling; theory of planned behavior; vegetables.