Abstract
ObjectiveThe objective of this study was to assess the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) participants’ perceptions about ordering WIC groceries online. MethodsQualitative semistructured interviews were conducted with 24 WIC participants in East Tennessee from May to October 2019. Interviews were transcribed verbatim and analyzed using a grounded theory approach. ResultsParticipants were interested in online ordering and spoke favorably about delivery and pickup options. Participants were willing to pay $2–5 to order online, though they were more willing to pay for a home or curbside delivery than an in-store pickup. Participants suggested additional ways to integrate technology into WIC food retail operations, such as providing benefit balances via text message and developing a mobile phone application for Tennessee WIC. Conclusions and ImplicationsFindings can inform pilot tests for WIC online ordering.
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