Consumers in Limbo: How the COVID-19 Pandemic Has Changed Local Food Consumption in Tehran

The present paper investigates the impacts of the COVID-19 pandemic on consumer behavior related to local food products (LFPs). The study relies on the interpretation of in-depth interviews (N = 26) conducted through phone calls in Tehran, Iran, between September 23 to October 27, 2020. The results reveal substantial changes in buying behavior and food habits. Our findings present four behavioral categories with different underlying motivational factors: (1) ceased consumption, (2) reduced consumption, (3) unchanged consumption, and (4) increased consumption of LFPs. The results show that reduced accessibility during the lockdowns inhibited some respondents from acquiring the products they wanted. Moreover, health concerns due to distrust of food safety made some consumers hesitant about local food consumption. Our findings enhance understanding of how and why pandemics like COVID-19 may affect food habits and, consequently, attitudes and behaviors toward local food consumption. As consumption is constrained by time and place, the study contributes by bringing a localized perspective into consumers’ understanding of “local” products and the effects of the COVID-19 pandemic in Tehran.