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An Investigation of Consumer Intentions and Behavioral Intentions in Hong Kong’s Retail and Food and Beverage Industries

W. Y. Mo,Hoi Ning Chan

Published 2026 in European Journal of Business and Management Research

ABSTRACT

The coronavirus disease (COVID-19) pandemic began to spread globally in 2019. The retail and food and beverage (F&B) industries have been significantly affected by the pandemic, with a sharp decline in the number of consumers visiting physical retail stores in major developed economies. The global F&B industry has also experienced a 100% shutdown of physical stores due to preventive measures. After the pandemic was brought under control, the global economy recovered to its pre-pandemic levels. In contrast, Hong Kong’s retail sales value and restaurant revenue remained at a ten-year low even after the pandemic ended, and has not yet recovered to pre-pandemic levels by 2024. This study investigated the impact of price, service quality, perceived value, shopping value, and habits on consumer intentions through a literature review, interviews, focus groups, and surveys (n= 406), demonstrating correlations between the hypothesized factors. The causes of declining consumption in Hong Kong’s retail and F&B industries from multiple dimensions and proposing revitalization strategies.

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