Does the Covid-19 affect food consumption patterns? : a Transaction Cost Perspective

The purpose of this research is to study transaction costs and their antecedents, in relation to the willingness to buy groceries online in Italy, and to observe the effect of Covid19 is having in those. The study used a positivist deductive approach to the theory development. To evaluate the relations, we developed a PLSSEM using SmartPLS version 3.3.3, and tested the model using WarpPLS 7.0. The pandemic's discomforts impact significantly the willingness to buy food online, and it is also a mediator between transaction costs and willingness to buy online. The findings may help those manufacturers struggling with lowperforming ecommerce during the Covid19 pandemic. When restrictions are enforced, manufacturers should take action to reduce the uncertainty associated with online shopping. From the political point of view, it highlights the need for institutional help in organising online supply chains. [Publisher's text].