Purpose - This study investigates how the October 7th terrorist attack by Hamas on Israel and the subsequent "Iron Swords" war have altered consumers' food choice priorities. The research aims to explore the shifts in decision-making regarding food consumption during times of crisis. Design/methodology/approach - Conducted through an online survey in Israel from November to December 2023, the study involved 403 participants (50.4% female; 50.1% vegan/vegetarian). The research focused on two sets of food choice parameters: type 1 (mood improvement, convenience and affordability) and type 2 (health, smell, texture and taste). Paired sample t-tests were applied for statistical analysis. Findings - The results show a significant change in food choice priorities following the October 7th events. Respondents placed greater significance on type 1 parameters during the two-month period following the war outbreak compared to the pre-war period, while type 2 parameters decreased in importance (type 1: t(402) = -8.025, p <0.001; type 2: t(402) = 4.261, p <0.001). Gender differences revealed that women were more influenced by type 1 factors, whereas men were more affected by type 2 parameters. Meat eaters showed greater shifts in food priorities than vegans/vegetarians across both parameter types. Originality/value - This study contributes to the understanding of how crises reshape consumer behavior, specifically in food choices, across various demographic groups. By examining the influence of a significant event on food choice parameters, this research provides valuable insights into changing consumer preferences in times of crisis.
