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Icing the Cake: A Lifestyle-based Benefit and Preference Analysis on Online Grocery Shopping

dc.date.accessioned2022-08-12T10:12:41Z
dc.date.available2022-08-12T10:12:41Z
dc.date.issued2022-07-31
dc.identifierdoi:10.17170/kobra-202204136011
dc.identifier.urihttp://hdl.handle.net/123456789/14052
dc.language.isoeng
dc.rightsNamensnennung 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectonline food marketingeng
dc.subjectonline grocery shoppingeng
dc.subjectfocus group researcheng
dc.subjectconsumer preferenceeng
dc.subjecttheory of planned behavioureng
dc.subject.ddc300
dc.subject.ddc630
dc.titleIcing the Cake: A Lifestyle-based Benefit and Preference Analysis on Online Grocery Shoppingeng
dc.typeAufsatz
dcterms.abstractGermany has not kept pace with the global development of online grocery shopping (OGS) and despite a pandemic-related increase remains on a moderate level. This phenomenon may reflect infrastructural benefits of stationary retailing, personal and household preferences, and perceptions of OGS services. To this end, this study investigates the determinants of OGS benefit perception addressing the interconnection between personal and household benefits and situational conditions based on qualitative data analysis. Data in three consumer lifestyle segments are gathered from a total of twelve German consumers. The study’s theoretical structure resorts to the theory of planned behaviour (TPB) to cluster beliefs and assess the impact of situational conditions. The study’s findings reveal large knowledge gaps and different individual preferences in service usage across the groups. We then reflect these preferences in the circumstances of the pandemic. We propose that retailers should increase advertising and consumer education efforts in some consumer segments while enhancing service transparency to consolidate consumers’ trust. On a midterm level, further structural investments will be necessary to successfully compete in the future and serve a perspectively growing market.eng
dcterms.accessRightsopen access
dcterms.creatorPiroth, Philipp
dcterms.creatorRüger-Muck, Edith
dc.subject.swdDeutschlandger
dc.subject.swdElectronic Shoppingeng
dc.subject.swdCOVID-19ger
dc.subject.swdStationärer Handelger
dc.subject.swdFlexibilitätger
dc.subject.swdKaufverhaltenger
dc.subject.swdLebensmittelkaufger
dc.subject.swdSupermarktger
dc.subject.swdLieferserviceger
dc.subject.swdAnpassungger
dc.subject.swdEinkaufenger
dc.subject.swdMarktpsychologieger
dc.type.versionpublishedVersion
dcterms.source.identifiereissn:2197-411X
dcterms.source.issueNo. 3
dcterms.source.journalFuture of Food: Journal on Food, Agriculture & Societyeng
dcterms.source.volumeVol. 10
kup.iskupfalse
dcterms.source.articlenumber552


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