What can we learn from non-adopters of online grocery shopping? Insights from Finland

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ABSTRACT Despite the rapid growth of online grocery shopping (OGS) induced by the COVID-19 pandemic, and the many benefits that OGS can generate for consumers, its share of the total grocery purchases remains modest even in the most-developed markets in Europe (5–10%). While much is known about the adoption of OGS, little research has been conducted on non-adoption. In particular, the role of existing shopping routines, the trust and comfort in the familiar practice, is not well understood. This paper first describes the concept of non-adoption using several complementary theoretical perspectives, and then empirically investigates it using a large qualitative data (n = 402) collected from non-adopters in Finland. Findings suggest that non-adoption of OGS is explained by (1) benefits of in-store shopping, (2) reliance on the existing practice of in-store shopping, (3) disadvantages of OGS, and (4) lacking or no OGS services. Furthermore, the perceived benefits of in-store shopping and perceived disadvantages of OGS are likely to strengthen the reliance on familiar practice. Retailers are wise to understand the powerful role of present practices for non-adoption, and acknowledge and address consumers’ passive resistance to OGS.