Abstract
The population is aging fast in many developed countries worldwide, which makes older consumers important to study. This study investigates older consumers’ (>55 years) views on online grocery shopping (OGS) by comparing them to younger consumers and by clustering them into different segments. The study is conducted as a survey with 1025 older Finnish consumers. The findings indicate a statistical difference between older and younger consumers’ views on OGS but also that the difference is not substantial. Three tentative clusters are also identified: the uninterested, the indecisive and the open-minded. The open-minded had clearly gained awareness about OGS and shopped online during the Covid-19 crisis. Some of them also intend to continue to shop groceries online in the future. Limitations and further research are also discussed.
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