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