 Determinants of online food purchasing: The impact of socio-demographic and situational factorsAndrea Dominici, Fabio Boncinelli (), Francesca Gerini and Enrico Marone Journal of Retailing and Consumer Services, 2021, vol. 60, issue C Abstract: The amount of food sold online is increasing, but it accounts for a small share of total e-commerce. In this study, we investigate the factors that influence individuals' likelihood to buy food online. Applying a logit model to a sample of 34,488 respondents who participated in the Italian National Institute of Statistics multipurpose survey ‘Aspects of Italian Daily Life’, we explore the effects of socio-demographics and situational factors. We found that the food-online consumer is likely to be a young, well-educated, female, living in a small family, with a very good or adequate overall economic condition. Among situational factors, working time, being obese, having health problems, and practising a sport regularly positively affect the probability to buy food online. Surprisingly, distance from brick-and-mortar stores and car possession are not predictors of online shopping. These findings can support marketers and retailers in defining their marketing strategies and enhance the knowledge of this emerging food market. Keywords: E-Grocery; Online shopping; E-Commerce; Online attitudes; Italian consumers (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000394 DOI: 10.1016/j.jretconser.2021.102473 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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