Investigating e-grocery shopping behavior and its travel effect

Abstract

Since the adoption rate of e-grocery skyrocketed in the wake of the Covid-19 pandemic due to the influx of first-time e-grocery shoppers, grocery shopping behavior has been evolving and the travel effects of e-grocery are largely unknown. Thus, this study sought to examine the relationship between consumers’ grocery shopping behavior online and in-store, and the influencing factors (i.e., socio-demographic characteristics, household attributes, and personal attitudes). To achieve this, information relating to online and in-store grocery purchase frequencies, personal and household characteristics, and attitudes of more than 2,000 Florida residents were collected through an online survey. Using a bi-directional structural equation modeling (SEM) approach, our results show that online grocery shopping exhibited no significant effect on in-store grocery shopping frequency (i.e., neutrality), but in-store grocery shopping reduced the frequency of online grocery shopping (i.e., substitution). Also, a positive attitude toward some positive aspects of online shopping, preference for alternative travel modes, and tech savviness were associated with more frequent online grocery shopping, while cost consciousness and the joy of shopping encouraged more in-store shopping. Several socio-demographic and household attributes were also found to have direct and indirect effects mediated via attitudes on the shopping frequencies. Overall, this study provides insights into the demand and travel effects of e-grocery and highlights the need for retailers and transport planners to collaborate in order to mitigate the potential travel effects of e-grocery.