Supermarkets in Cyberspace: A Conceptual Framework to Capture the Influence of Online Food Retail Environments on Consumer Behavior

Abstract

The rapid increase in online shopping and the extension of online food purchase and delivery services to federal nutrition program participants highlight the need for a conceptual framework capturing the influence of online food retail environments on consumer behaviors. This study aims to develop such a conceptual framework. To achieve this, mixed methods were used, including: (1) a literature review and development of an initial framework; (2) key informant interviews; (3) pilot testing and refinement of the draft framework; and (4) a group discussion with experts to establish content validity. The resulting framework captures both consumer- and retailer-level influences across the entire shopping journey, as well as the broader social, community, and policy context. It identifies important factors such as consumer demographic characteristics, preferences, past behaviors, and retailer policies and practices. The framework also emphasizes the dynamic nature of personalized marketing by retailers and customizable website content, and captures equity and transparency in retailer policies and practices. The framework draws from multiple disciplines, providing a foundation for understanding the impact of online food retail on dietary behaviors. It can be utilized to inform public health interventions, retailer practices, and governmental policies for creating healthy and equitable online food retail environments.

Comparing shopper characteristics by online grocery ordering use among households in low-income communities in Maine

“…However, recruitment at one store location occurred before the online shopping service launched, so this is unlikely to bias our results substantially. Our data do not capture other factors that might influence decisions to shop online (e.g., employment, disability status, digital literacy) (20,33) . The small number of online-only shoppers prevented us from comparing them to participants who shopped both online and in-store.…”

A systematic scoping review of the literacy literature to develop a digital food and nutrition literacy model for low‐income adults to make healthy choices in the online food retail ecosystem to reduce obesity risk

“…These factors include access to broadband services, the internet, and digital devices; the type and quality of interactions with food retailers and SNAP and other social services bene- This is the first model, based on our knowledge, that addresses the comprehensive digital food and nutrition literacy characteristics, needs, and outcomes for SNAP adults. The MDFNL model explains how multi-dimensional literacy may impact consumer behaviors and interactions in both the online and in-person food retail environments described by Khandpur et al 35 and Winkler et al 36 The growing digital retail environment represents an opportunity for USDA and other stakeholders to utilize digital platforms to educate and encourage SNAP adults to make healthy food and beverage products. However, a recent study of states that have implemented the SNAP Online Purchasing Pilot found that state governments provided little health and nutrition information around their communication about the Pilot program.…”

“…The researchers also pulled from a variety of published articles and gray literature sources. These sources included existing models and conceptual frameworks that outline consumer interactions in retail environments, 35,36 findings from studies on the barriers and motivators for uptake of online food purchasing by SNAP adults, 37,38 and literature on the digital divide and the needs of low-income populations to fill this gap. 11,17 Through virtual discussions, the co-investigators collectively agreed on the features of relevant models and frameworks to synthe-…”

The Retail Food Environment: Time for a Change

“…The authors contend that interactions between these factors can influence important population outcomes, which include health, but also food security, environmental sustainability, business sustainability, and food sovereignty, equity, and justice. A second conceptual framework, developed by Khandpur and colleagues [7], takes a closer look at the online food retail environment. This framework, which is nested in the socioecological model, identifies both consumer-and retailer-level influences along the online path-to-purchase, including consumer demographic characteristics, preferences, and past behaviors, as well as equity and transparency of retailer policies and practices, which interact to influence decision-making.…”