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

Neha Khandpur, Laura Y. Zatz, Sara N. Bleich, Lindsey Smith Taillie, Jennifer A. Orr, Eric B. Rimm and Alyssa J. Moran
Additional contact information
Neha Khandpur: University of São Paulo, Av. Dr. Arnaldo, 715 Cerqueira César, São Paulo SP 01246-904, Brazil
Laura Y. Zatz: Harvard T.H. Chan School of Public Health, Harvard University, 677 Huntington Ave, Boston, MA 02115, USA
Sara N. Bleich: Harvard T.H. Chan School of Public Health, Harvard University, 677 Huntington Ave, Boston, MA 02115, USA
Lindsey Smith Taillie: Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 135 Dauer Dr, Chapel Hill, NC 27599, USA
Jennifer A. Orr: University of Pennsylvania, 423 Guardian Drive, Philadelphia, PA 19104-6021, USA
Eric B. Rimm: Harvard T.H. Chan School of Public Health, Harvard University, 677 Huntington Ave, Boston, MA 02115, USA
Alyssa J. Moran: Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD 21218, USA

IJERPH, 2020, vol. 17, issue 22, 1-15

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.

Keywords: online food retail; conceptual framework; consumer behavior; food choices; online shopping; retailer policies (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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