Intentions to purchase food through the internet: developing and testing a model

Abstract

Purpose – The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet. Design/methodology/approach – A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling. Findings – The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty. Originality/value – This study operationalizes and improves Grunert and Ramus’ (2004) model of intention to buy food over the internet, by developing, testing and presenting a more comprehensive model.

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“…Despite the several advantages of grocery online shopping, such as the ability to find products, compare prices, save time, shop for ready-to-eat or semi-ready-to-eat food and arrange delivery at a suitable time, among other benefits, there are still many consumers who have not yet adopted online grocery shopping as a regular habit (Hansen 2008;Quevedo-Silva et al 2016). The demand for speciality foods is also increasing (Canavan et al 2007).…”

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“…Online grocery shopping is expected to grow worldwide, although those websites account for only a small proportion of the e-commerce market at the present time (Grunert and Ramus 2004;Heng et al 2018). Despite the several advantages of grocery online shopping, such as the ability to find products, compare prices, save time, shop for ready-to-eat or semi-ready-to-eat food and arrange delivery at a suitable time, among other benefits, there are still many consumers who have not yet adopted online grocery shopping as a regular habit (Hansen 2008;Quevedo-Silva et al 2016). The demand for speciality foods is also increasing (Canavan et al 2007).…”