Effect of gender and unplanned shopping on healthy product buying and digital technology use

Vikas Agrawal, Dale Cake and George Gresham

International Journal of Electronic Marketing and Retailing, 2022, vol. 13, issue 1, 25-42

Abstract: Ever-changing grocery shopping habits of consumers create many challenges and opportunities for decision makers in the retail grocery industry. This paper focuses on consumers' in-store digital technology use and healthy product buying habits and their relationship with gender and unplanned spending. Specifically, among the six shopping components studied, the digital technology use and desire for healthy products explain many consumers' in-store shopping habits. This study finds that the shoppers who engage in unplanned shopping tend to use digital technologies more often to enhance their shopping experience. Additionally, there is a significant interaction effect of gender and unplanned shopping on healthy product buying habits. Findings of the study have implications for practical digital promotion stimuli, messaging, and targeting strategies, as well as unplanned shopping and communication theory.

Keywords: digital technology use; in-store stimuli; unplanned shopping; gender effect; healthy product buying. (search for similar items in EconPapers)
Date: 2022
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