The Rise of Dough: Mid-Pandemic Baked Desserts Startups

Since the Philippines implemented the COVID-19 community quarantine, many Filipinos either lost their jobs or stopped going to work. Due to lack of a stable income source, many Filipinos resorted to selling various items, including baked goods, via online platforms. This study aimed to explore the phenomenon and its corresponding factors on the emergence of startups that mainly sell baked desserts on Facebook and Instagram during the quarantine period in Metro Manila. The researchers investigated whether external factors (i.e., social- cultural circumstances and economic circumstances) and internal factors (i.e., intrinsic motivations and attitudes toward baked desserts) affected the rise of baked desserts startups. The researchers also investigated the consumer’s decision to establish an online baked desserts startup during the pandemic. In the end, the researchers found out that the consumers’ intrinsic motivation played the most significant role in influencing consumer decision to begin an online baked dessert startup, which links to external factors. Additionally, attitudes toward baked desserts only affected the menu and business planning; but did not motivate consumers to start selling due to their love for eating baked desserts. Despite such, external and internal factors contribute to the emergence of baked desserts businesses during the pandemic. The findings of this study provide insight into the mid-pandemic state of the online baked desserts industry