Consumer values, the theory of planned behaviour and online grocery shopping

Abstract

Taking a hierarchical value‐attitude‐behaviour approach, this study empirically tests relations of consumer personal values, attitude, social norm, perceived behavioural control (PBC) and willingness to buy groceries online. The study distinguishes three groups of consumers: consumers who have not yet bought anything on the Internet; consumers who have bought something on the Internet – but not groceries; and consumers who have bought something on the Internet – including groceries. Data were collected from an online survey of Swedish consumers (n = 1058) using self‐administered questionnaires. The findings suggest that consumers may link personal values to attitude towards online grocery buying – but also that this relation may be moderated by whether the consumer previously has carried out an online purchase or an online grocery purchase.

The relevance of shopper logistics for consumers of store-based retail formats

“…Eastlick and Feinberg, 1999;Ring and Tigert, 2001;Ward, 2001;Gehrt and Yan, 2004;Hansen, 2008). This body of literature considers store-based shopping and related logistics tasks as an 'antithesis' of non-store retailing but does not provide in-depth discussions or empirical insights into the relevance of shopper logistics.…”

Antecedents of Online Purchasing Intention among MBA Students: The Case of University Utara Malaysia Using the Partial Least Squares Approach

“…Social normative influence could be of high importance to a consumer when considering an online buying (Hansen, 2008), therefore it can be hypothesized that upon having a positive subjective norm; consumers are more likely to do online shopping. Thus the following hypothesis can be empirically tested.…”

Does ‘local’ matter in restaurant choice? Results of a discrete choice experiment targeting German and Italian consumers

“…Finally, the hedonism value shares parts of both openness to change and self-enhancement. The values were used to study choice behaviours in reallife situations, showing their effectiveness in interpreting the preference for organic products (Grunert and Juhl 1995), for sustainable food consumption (Thøgersen and Ölander 2002), for fair trade (Doran 2009) and, more in general, for purchasing behaviour (Hansen 2008). The questions were structured utilising the scale developed and tested by Schwartz (2007), which includes verbal portraits of 21 individuals towards whom the respondents are asked to indicate their level of affinity utilising a 7-point scale, from 1 (minimum) to 7 (maximum).…”