Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities

Abstract

The coronavirus disease (COVID-19) outbreak has raised consumer concerns about health. By employing 306 online questionnaires, we identify COVID-19's effect on online organic agriculture product consumption and rural health tourism intention based on stimulus-organism-response theory and event system theory by incorporating risk information disclosure of COVID-19 as the moderating variable and health consciousness and risk perception as the mediating variables. These findings suggest that considering the impact of COVID-19 can help focus the production and online sales of organic agricultural products, the establishment and improvement of rural health facilities, and the marketing of rural health tourism.