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In order to determine how sustainable online grocery shopping is as a practice, it is crucial to have an in-depth understanding of its drivers. This paper therefore validates the Unified Theory of Acceptance and Use of Technology (UTAUT2) in the context of e-grocery and enriches it with five constructs. We exploit a self-administered survey among 560 customers of two Belgian supermarkets and test the model by means of hierarchical multiple regression analysis. We do so not only for the full sample, but also for users and non-users separately. For the full sample, four of the five proposed context-specific constructs—namely, perceived risk, perceived time pressure, perceived in-store shopping enjoyment, and innovativeness—help better explain the intention to adopt or continue to use e-grocery services. In the subsamples, only perceived time pressure and innovativeness add explanatory power, and this only for non-users. In other words, the additional constructs primarily help discriminate between users and non-users. In addition, while the extended model outperforms the original UTAUT2 model for all three samples, the added value of the extended model does not so much lie in a higher explained variance, but rather in a more correct identification of the drivers of BI.

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This paper investigates consumers’ willingness to pay (WTP) for click-and-collect grocery services. In particular, we analyze whether the time-pressed are willing to pay higher fees. We exploit a survey among 572 customers of two Belgian supermarket chains—both users and non-users. We test our model for three (increasingly narrow) samples: all respondents, respondents with a non-zero WTP, and current users. Our key finding relates to the latter sample. Surprisingly, if we use the WTP measure put forward in the literature, the answer to our research question is ‘no’: we find no significant relationship between users’ perceived time pressure and the maximum service cost per order they are willing to pay. However, on closer scrutiny this ‘no’ in fact means ‘yes’: our finding implies that in the face of increasing fees the time-pressed are willing to maintain their current, higher order frequency for as long as the other users. The maximum total cost they are willing to incur over a given period is thus higher. This said, the absence of a relationship between time pressure and the WTP per order does limit the opportunities for e-grocers to price discriminate, as is suggested in the literature. A further complication is that we find no clear pattern between perceived time pressure and the use of specific time slots.