• Journal of Digital Convergence
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• v.19 no.3
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• pp.47-54
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• 2021

This study shows that consumers' attitudes and behaviors are rapidly changing due to the COVID-19 outbreak in a situation where consumption patterns are already changing due to demographic changes such as an increase in the number of single-person households and dual-income couples. To this end, the results of an online survey conducted on 500 panels of Nielsen Korea were used in this study. In particular, consumers were divided into two generation groups (Generation Z vs. Millennial) and analyzed and presented changes in consumption activities and food purchasing behaviors changed by COVID-19. As a result, the existing online distribution trend has been strengthened, and its impact has been amplified by COVID-19. These changes also resulted in different consumption behaviors depending on the degree of concern for COVID-19 by generation. Based on the results of this study, it turns consumers' behavioral changes into new opportunities, focusing on the accelerating a new 'contactless' lifestyle, which will provide managerial implications for the food industry's response strategies in relation to the theoretical significance and in practice.