Impact of COVID-19 on peoples' willingness to consume wild animals: Empirical insights from China

The COVID-19 pandemic has led to a dramatic loss of human life worldwide and presented an unprecedented challenge to public health and food systems. It is debated in the literature that SARS-CoV-2 accountable for COVID-19 originated from nature, and wildlife colonized in nature are also likely to cause COVID-19 havoc. In this study, we attempted to explore the effect of COVID-19 on peoples' willingness to consume and pay for wild animals. Data were gathered online from 1250 household heads of both urban and rural residents of Hubei, Hunan, and Guangdong provinces of China from the 19th to March 26th, 2020. The Probit and Tobit models were employed to meet the study objectives, and the results showed that around 39% of residents were willing to consume wild animals (WCWA), and their amount of willingness to pay (AWP) was 134.65 USD/year. The mediating effects of market control & home restriction policies showed strong effects between COVID-19 and peoples' WCWA. In contrast, the results of ecological environment risk and food security risk perceptions showed relatively weaker effects. The overall results of the current study provided acumens for policymakers to raise awareness within the populations concerning the adverse upshots resulting from consuming wild animals.